THE BUSINESS OF BUSINESS · 54 Aleta Hodge 56 On the Scene On the Cover Launching a business, ... 2901 N. Tacoma Ave. Indianapolis, Indiana 46218 To receive a year subscription to

1www.IndianaMinorityBusinessMagazine.com FIRST QUARTER ’11 INDIANA MINORITY BUSINESS MAGAZINE

first quarter 2011

Maximizing Your MoneyThe Influx of Home Offices

Tax Talk

THE BUSINESS OF BUSINESS

Also Inside:Champions of Diversity

Female ChocolatiersLatino Empowerment

3www.IndianaMinorityBusinessMagazine.com FIRST QUARTER ’11 INDIANA MINORITY BUSINESS MAGAZINE 3www.IndianaMinorityBusinessMagazine.com FIRST QUARTER ‘11 INDIANA MINORITY BUSINESS MAGAZINE

4 INDIANA MINORITY BUSINESS MAGAZINE FIRST QUARTER ’11 www.IndianaMinorityBusinessMagazine.com 5www.IndianaMinorityBusinessMagazine.com FIRST QUARTER ’11 INDIANA MINORITY BUSINESS MAGAZINE

FIRST QUARTER 2011Features 10 Diversity Champions12 American Armadillo: Enhancing Men’s Accessories 16 Healthy Food Options33 A Blueprint for Latino Empowerment 42 Furnishing Your Office

Female Empowerment 44 Sweet Success 48 The NAWBO Movement 50 Women Excelling in Business

Getting Down 20 Business Basics 21 A Business of Your Own 24 Establishing Your Business at Home 28 Entrepreneur Spotlight: Matt Filer29 Shared Office Space: A Growing Trend 30 Minority Certification 32 The Pros and Cons of Contract Employees 34 Cosmetic Boom: A Look at Two Beauty Giants 36 Tax Talk 38 Taxes and Incentives for Business

7 President’s Page Shannon Williams 8 Editorial Rickie Clark Sr.

Columnists 52 Joyce Kelly 53 Kelsey Kauffman 54 Aleta Hodge

56 On the Scene

On the Cover Launching a business, or even growing

an existing one is something that many people desire to do, yet may need help during the process. That’s where the Indiana Minority Business Magazine comes in.

This issue of IMBM offers a “business toolkit” that equips readers with the necessary skills to run a successful business; from implantation, to certification, and even help with navigating taxes. There are also articles that will help you keep overhead costs at a minimum.

FOURTH qUaRTeR 2010

MINORITY BUSINESSINDIANA

MAGAZINE

B U S I N E S S ■ L I F E S T Y L E ■ D I V E R S I T Y

Maximizing Your Money

The Growing Trend of Home Based Businesses

Healthy Lunch Recipes

THE BUSINESS OF BUSINESS

Also Inside:

Shared Office Space

Lets Talk Taxes

Home/Work Offices

4 INDIANA MINORITY BUSINESS MAGAZINE FIRST QUARTER ’11 www.IndianaMinorityBusinessMagazine.com


STAFF

PublisherWilliam G. Mays

President and General Manager Shannon Williams

Vice President of Business OperationsAngie Eggers

Vice President and Founder Rickie Clark Sr.

Senior Sales Representatives Denise Petty, Lisa Shoemake Timothy Williams, Rita Wise

EditorJames Patterson

Copy EditorJack Sales

Staff Writers Brandon A. Perry, Jack Sales,

Jessica Williams - Gibson

Contributing Writers LaToya Black, Aleta Hodge, Kelsey

Kauffman, Joyce Kelly, D. P. Morton, Aaron Rimstidt, Ericka Sanders

Art & Production DirectorRonald E. Deane Jr.

Production and Design Keith Barnett, Jeana Marie Lewis Ouattara

Photographers Learmon Blaylock, Ronald E. Deane Jr.,

Ron Foster-Sharif, John Hurst,Issa Kouyate, Jeana Marie Lewis Ouattara,

For more information, see www.IndianaMinorityBusinessMagazine.com.

Indiana Minority Business Magazine is published by the Indianapolis Recorder Newspaper and is

distributed quarterly ( Four times per year ).

IMBM2901 N. Tacoma Ave.

Indianapolis, Indiana 46218

To receive a year subscription to the Indiana Minority Business Magazine, please send $4.99 payable to IMBM

to the address listed above.

For more information:Phone: (317) 924-5143 • Fax: (317) 924-5148

see www.IndianaMinorityBusinessMagazine.com

Shannon WilliamsPresident and General Manager

Business 101

we have everything you need

have a friend in Texas who is an avid reader of the Indianapolis Recorder Newspaper and the Indiana Minority Business Magazine (IMBM). In addition to discussing the most current issues of both publications, my friend often inquires about the topics of upcoming issues.When I explained to him this issue of IMBM focused on

the ins-and-outs of business, he was instantly interested. “Something like that is very helpful for entrepreneurs and even small business managers,” he said enthusiastically. “When I was in the planning stages of my business plan, I wish I had stumbled upon a publication that had various aspects of business all in one place. That would have really assisted in my research – and saved time.” I was pleased to hear his feedback, particularly because his sentiment is exactly what we were aiming for. It was our specific goal to provide a “kit” that included various aspects of business – things that would be helpful for those just starting out as well as a refresher for others who are already established in their industries. Our plan was for this issue to be a one-stop shop. I’m confident that we succeeded in our attempt; hopefully you feel the same way. As I read the articles in this issue, all interested me, but there was one article that included a fact that was rather surprising. In the “Cosmetic Boom” piece on page 34, I learned that Avon, the world’s largest direct seller of beauty products was led by men until 1999 when Andrea Jung became the first female CEO. Avon is 125-years-old. With Jung at the helm of Avon, I realize how far this country has come. I also realize how much responsibility and expectations lie on the shoulders of women. Because of the tireless work ethic that so many women possess, as well as their motivation and resolve, IMBM has dedicated a section in this issue specifically for women who are doing great things relative to business. Beginning on page 44, you’ll learn about female chocolatiers who are running successful businesses throughout the state. Their sweet success is certainly a story worthy of telling. The special women’s section also includes a feature on the National Association of Women Business Owners and profiles of four women who are working in industries that are generally dominated by males. This section is one that you’ll definitely want to check out.

There are so many great articles in this issue of the Indiana Minority Business Magazine. Share your thoughts with me at [email protected].

• Champions of Diversity – page 10

It’s always fun to recognize individuals, organizations and businesses that have gone above and beyond. Congrats to all of this year’s recipients.

• Distinguished & Debonair – page 12

There’s nothing like a confident, well-dressed man. American Armadillo gives men that extra “oomph” of style that is fun, but also classy and professional.

• Let’s Talk Taxes – page 36

Many business owners are intimidated by taxes. This article breaks down the different types of taxes in an easy-to-understand format.

• Transcending Business – page 50

Reading the stories of women who are shattering the glass ceiling in male-dominated industries is so empowering. It is proof that we can do anything that we put our minds to. Yay, girl power!

I Shannon’s Favs Below are some of my favorite articles in this issue of the Indiana Minority Business Magazine:

88

If you light a match in a dark room and watch as the light instantly overcomes the darkness, then observe the power and grace of that single solitary flame, you will see it dancing with life. Now light several candles or kindle a fire and experience the added warmth and comfort extending from that first vulnerable flame through others. This is the heart and soul of leadership, the essence of inspiring others.It is about courageously casting off fear,

doubt and limiting beliefs and giving people a sense of hope, optimism and accomplishment. It is about bringing light into a world of uncertainty and inspiring others to do the same. This is what I call passion, the fire within to handle your business. Passion in business is a heartfelt energy

that flows through us, not from us. It fills our hearts when we allow it to, and it inspires others when we share our knowledge of business. A successful business is like sunlight flowing through a doorway that has just been opened. Under the right conditions, this “flow” appears effortless, easy and graceful. You realize that the business that you lead or own is the business that you were meant for, you feel very little resistance. Inspiration springs forth every time you close a deal or make a sale. Stop and think about it; you become motivated, you are without fear or doubt, you grow in confidence, you believe you can do it, you become committed to your business, you are truly

passionate and inspired. The purpose of this article is to

8

Leading your business with passion

clarify and offer 10 key factors for leading your business with passion and inspiring peak performance. These “essentials” serve to guide and remind leaders and business people on how they can “open the door” and facilitate success. By practicing these essentials, you will tap the extraordinary potential in yourself and others and realize results you may have never dreamed possible. Look to any inspiring leader and you will see these key factors in action. Observe the best of the best and you will witness the power of passionate leadership. Make no mistake – leading with passion inspires world change. (1) Clarify, have purpose, context and meaning.(2) Create a compelling vision to focus intention and attention.(3) Gain commitment from the heart, not just agreement from the head.(4) Set priorities and focus efforts on what matters most.(5) Recognize and accept your base.(6) Foster more creativity and innovation.(7) Demonstrate integrity and build trust.(8) Lead by passionate example.(9) Generate growth in yourself and others.(10) Awaken the faith and spirit in your work.

Rickie ClarkVice President and Founder

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INDIANA MINORITY BUSINESS MAGAZINE FIRST QUARTER ’11 www.IndianaMinorityBusinessMagazine.com


They are standouts when it comes to respecting all people. Moreover, they have well-established records of promoting, even advocating, equality and fairness for Hoosier minorities and women. As true “Champions of Diversity,” this exceptional group is comprised of individuals, businesses, and organizations that have displayed a dedication and commitment in defense of civil rights.Without being told to do so, these outstanding recipients have lent

their voices in support of polices and rules that improve awareness and concern for the values and principles of individual rights. They have also broken racial and gender barriers in their workplaces.

The Indiana Minority Business Magazine is proud to present its 2011 Champions of Diversity. This year’s awardees will be honored on January 14 at the Hyatt Regency Hotel in downtown Indianapolis.

2010Kathy CabelloCongressman Andre’ CarsonValerie Davis Dr. Kenneth Durgans Neil EllerbrookTony KirklandDr. Rose Mays Mark MilesMichael Moffit Hon. Mara ReardonPhyllis Simko Melvin and Bren SimonJudge Michael Witte

2009Frank AndersonHonorable Pat BauerGary Brackett Casino AztarGovernor Mitch DanielsHarmon ConstructionHolli HarringtonIndiana Civil Rights CommissionIvy Tech Community College

(Statewide)Keith KirkpatrickJim MorrisNational Association of Women Business Owners Nate PassOld National Bank

2008AT&TSperos Batistatos Cordelia Lewis-BurksGlenn Farmer Dr. Bobby FongGordon Fykes Sr.Rev. Boniface HardinHorseshoe CasinoJim IrsayPatricia A. Martin Rev. Jerry McCameyRoderick MorganDennis NicholsNina Mason Pulliam Charitable TrustDr. Geoffrey M. RandolphMarisol SanchezState Farm InsuranceJudge Becky Pierson-TreacyWellPoint Workforce Inc.YMCA of Greater Indianapolis

2007Kenneth AllenBobby Bernard Barbara BranicAmos BrownErnestine Burhannon Coleman, Graham, Stevenson LLCRuss DoddDavid Gaddis Tarik Glenn Mary Jane Gonzalez Indianapolis RecorderIndy Racing LeagueMichael JonesReginald and Tracy JonesJesse MooreCharlie NelmsSam OdleYvonne PerkinsHonorable Bart PetersonJoyce RogersMark SebreeAddison SimpsonHonorable Becky SkillmanEmanuel SmithMatt StewardJeff Smulyan H. Douglas WilliamsTony WilliamsSheryl Wise

2006Bishop T. Garrott BenjaminOtis BrownDr. Virginia CaineHonorable Julia CarsonAlbert ChenHonorable William CrawfordTony DungyIndianapolis Woman MagazineIndianapolis Urban LeaguePastor Jeffrey A. JohnsonWilliam G. MaysLuke MesserMezzetta Construction Inc.Michael O. MurrayRon PearsonEllis Redd Richard Trageser

Previous Recipients

Rosa Parks Award - Tanya Walton Pratt

Indiana’s first African-American Federal Judge

Martin L. King Jr. Freedom Award - Goodwill Industries

Rupert Boneham, Rupert’s Kids

Rev. Thomas Brown, Ebenezer Baptist Church,

Indianapolis, Ind.

Brenda Burke, Director of Diversity, Wellpoint/Anthem Insurance

Clarian Health Partners

Anthony Copeland, first African-American Mayor of

East Chicago, Ind.

Tom Easterday, Vice President of Subaru, Lafayette, Ind.

Father John Jenkins, C.S.C. President of

University of Notre Dame

Rudolph Pyle III, first African-American Circuit Court Judge in

Anderson, Ind.

Fran Quigley, Director of Operations and Development,

IU/Kenya Partnership & Visiting Professor, IU School of Law

Luise Schnakenburg,

Ivy Tech Foundation, Evansville, Ind.

St. Mary of the Woods Sisters of Providence

Greg Wilson, Director,

Minority/Women/Veteran Business,

City of Indianapolis

2011 Award Recipients:

Champions of

Diversity


12 INDIANA MINORITY BUSINESS MAGAZINE FIRST QUARTER ’11 www.IndianaMinorityBusinessMagazine.com 13www.IndianaMinorityBusinessMagazine.com FIRST QUARTER ’11 INDIANA MINORITY BUSINESS MAGAZINE12 INDIANA MINORITY BUSINESS MAGAZINE FIRST QUARTER ’11 www.IndianaMinorityBusinessMagazine.com

Men’s accessories company defies odds

By Jessica Williams-Gibson

James Caldwell- Acha Ngwodo

not boring. A bow tie makes a statement,

but a stylish pocket square is the punctuation to a man’s suit. Like women who swear by the Coco Chanel rule of taking one item off before leaving one’s home, Caldwell-Acha-Ngwodo said men also should remember that simple is good and to make sure their look is timeless. “It’s really about knowing who you are and the image and message you’re trying to send,” he said. Greg Clark understands that the

first impression is a lasting one and knew exactly where he wanted to send a message – in the board room. He met Caldwell-Acha-Ngwodo at a networking event and as a businessman who also likes to dress, wanted to take his boring neck tie to the next level. “I was always intimidated about

trying to tie a bow tie. I finally felt confident in doing that, but I discovered it was difficult to even find a bow tie. Department stores don’t have a great variety,” said

has tried and failed at many businesses, but it was his affection for high style that led him to turn his entrepreneurial spirit toward a new direction. “I like to dress, I like to look nice. But, I like to

control how I look and what better way to control my appearance than to make my own clothing,” said Caldwell-Acha-Ngwodo. He enjoys wearing bow-ties and discovered that it was difficult to find diverse styles and patterns of bow ties, not to mention accessories that were affordable. Caldwell-Acha-Ngwodo took the bull by the horns

and decided to create a men’s accessories company with bow ties becoming his staple piece. “I chose the name American Armadillo because

that animal is a symbol of resilience. I thought that was indicative of my personality. Also from an image perspective and branding, it had a nice flow, looked symmetrical and was different from other brands,” said the Gary native, who not only studied branding before choosing a name for his company, but learned

how to make bow-ties. He believes the bow tie is more recognizable, bold and

speaks to a person’s character. He understands the stereotypes a bow tie carries, but believes it was the perfect opportunity to break down those stereotypes and give men other options when getting dressed. He also wanted to show the bow tie’s versatility suggesting pairing it with jeans to give the bow tie a more causal look. Caldwell-Acha-Ngwodo uses himself as a marketing

tool and encourages other men to raise the standard of dress which can carry over into how a man behaves. Curious men approach him and inquire about his bow tie or praise him for his accessory of choice. Furthermore, Caldwell-Acha-Ngwodo wants to be the

man who brings the dapper male back into style.“When becoming a boy to a man, there has to be

some transition. When you mature, your dress should show that level of maturity,” said Caldwell-Acha-Ngwodo. He went on to say that high style also should be comfortable (even in an employment interview) and


Clark. “When I met James, I also learned there were several styles of bow ties. He introduced me to the diamond-point style.”Caldwell-Acha-Ngwodo has even

taken Clark’s straight neck ties and converted the material into a bow-tie. “What impressed me so much

was James’ service. Lots of businesses don’t keep their promises. When he said he’d meet me or contact me, he did. He’s a true businessman,” said Clark. American Armadillo currently

consists of men’s bow ties, ascots and pocket squares but there are plans to expand the company to include men’s scarves, cuff-links and suspenders and infant and women’s attire.Caldwell-Acha-Ngwodo knows he

is filling a void in men’s fashions and is confident American Armadillo will go far.

For more information, call (317) 201-2533 or visit www.americanarmadillo.com.


If you think that taking lunch to work has to be as boring as the brown bag you pack it in, think again. With a little planning and creative thinking, you can have a satisfying midday meal wherever you find a table.Taking your lunch to work saves you money, helps you control calories

and allows you to boost your daily nutrition. You control the portions and the ingredients, so you can customize what you carry, ensuring that you get a good-for-you lunch that you’ll enjoy.Here are tips from the National Peanut Board that may inspire you to

think outside the lunchbox and create a brown bag meal you will be proud to carry.

• Plan ahead – Put lunch items on your grocery list and gather lunch-style recipes for your meal plan. • Balance choices – Select a variety of foods from www.MyPyramid.gov, including whole grains, fruits, vegetables, low-fat dairy and lean protein.• Think small – Pack a variety of snacks to satisfy any craving that may hit during the day.

• Pack whole grain crackers and sliced cheese as an alternative to a sandwich.• Pack a bag of snack peanuts for an energy boost any time of the day.• Pack a banana for a sweet treat that may save you from a trip to the vending machine.

• Dress up fruits and vegetables with protein-packed peanut butter dip. Repurpose leftovers – instead of simply taking last night’s dinner for lunch, use the ingredients to make something new.

• Turn leftover roasted chicken into a tasty chicken salad.• Toss cold pasta with dressing and chopped veggies for a pasta salad.

For more delicious ways to upgrade your lunch, visit www.nationalpeanutboard.org.

Dazzling Peanut Butter Chocolate Dip Yield: 4 (3-tablespoon) servings 2 tablespoons low-fat plain yogurt 1 teaspoon chocolate syrup 1 tablespoon peanut butter Chocolate sprinkles (optional) In a standing mixing bowl, mix yogurt and chocolate syrup on medium speed until well blended.In a microwave-safe bowl, microwave the peanut butter at 70 percent power for about 1 minute or until melted; stir half-way through. Pour peanut butter into chocolate yogurt mixture and mix until smooth. Top with sprinkles if desired.Serve with 1 cup assorted carrot and celery sticks, sliced cucumbers, apples or pear slices.

Rock ’n’ Roll Lunch 1 Small whole wheat tortilla spread with 2 tablespoons of peanut butter, sprinkled with 1/4 cup granola, rolled up and sliced carrots and celery with peanut butter chocolate dip blackberries and drinkable yogurt

Pita Pockets with Chinese Chicken-Peanut SaladYield: 6 pita pockets 2 cups chopped cooked chicken 1 cup grated carrots 1/2 head roughly chopped iceberg lettuce, (about 4 cups) 2/3 cup chow mein noodles 1/3 cup canned sliced water chestnuts 4 tablespoons peanut oil 3 tablespoons creamy peanut butter 3 tablespoons seasoned rice vinegar 1 tablespoon lite soy sauce 1 tablespoon sugar 1/4 cup chopped dry-roasted peanuts 2 tablespoons chopped green onions 3 pita breads, halvedIn large bowl, mix together chicken, carrots, lettuce, chow mein noodles and water chestnuts. Set aside. To make dressing: In separate bowl, mix together peanut oil, peanut butter, rice vinegar, soy sauce and sugar until smooth. Stir in peanuts and green onions. Stir until blended. Pour dressing over salad and toss well. Fill pita pockets with even portions of chicken salad.


18 INDIANA MINORITY BUSINESS MAGAZINE FIRST QUARTER ’11 www.IndianaMinorityBusinessMagazine.com 18

Breakfast for Lunch 1 Sausage link 3 Mini peanut flour pancakes Fruit cup Greek yogurt with honey (for dipping pancakes and fruit)

Peanut Flour PancakesYield: 24 (3-inch) pancakesUse your favorite whole grain pancake mix according to package directions for 12 full size pancakes. Add 1/4 cup peanut flour* plus 2 to 4 tablespoons of milk. Let stand for 10 minutes before cooking. *This low-fat, high protein, gluten-free flour is available at supermarkets nationwide and online.

Kickin’ Up Kids’ LunchesEven kids can get tired of the same sandwich every day. Liven up their lunches with some of these creative ideas and recipes.

• Pack frozen yogurt or an ice cold water bottle as an edible ice pack.• Mix peanuts, chocolate morsels and raisins for a treat.• Look for lunchboxes and food containers that keep foods safe and undamaged. Look for those with several compartments that keep foods separate.• Present food in fun ways: fruit chunks on skewers, deli meats rolled up around sliced vegetables, breakfast for lunch.• Add a non-food treat, such as a fun eraser, sticker or other prize that children will enjoy just as much as a sweet treat.• Pack individual sandwich ingredients and let the kids make their own creation at school.

INDIANA MINORITY BUSINESS MAGAZINE FIRST QUARTER ’11 www.IndianaMinorityBusinessMagazine.com


“A The Business of Business

A Business of Your OwnBy LaToya Black

V

By Brandon A. Perry

fter all, the chief business of the American people is business.”President Calvin Coolidge made this statement while speaking before the American Society of Newspaper editors in 1925. As a president who presided over a period of rapid economic expansion, it seems that Coolidge knew what he was talking about. Some 85 years later, business growth remains an important contributor to the nation’s pride, stability and strength. Most reports indicate that steady growth is taking place following the worst recession in a quarter century. In 2010, the stock market’s S&P 500 gained 15 percent in just 10 weeks. Consumer spending increased slightly during the last quarter of the year, and the consumer confidence index had risen slightly to 52.5 in December, from 49.9 in October. Many economists believe the tax cut deal signed into law last month by President Barack Obama could lift growth this year by as much as 1 percentage point, which is significant in economic measurements.Some companies that were forced to lay off employees and cut budgets are back to making at least modest profits. At the same time, many people who were “waiting out the storm” to open their own business are now taking the first step in making their dreams of becoming an entrepreneur a reality. A recent CBS News Poll showed that about 30 percent of respondents believe the economy is getting worse, down from 76 percent at the recession’s beginning in 2008. More Americans, including Hoosiers, are realizing that for the next cycle of business growth to occur, the economy must be rebuilt with fresh opportunities for existing businesses, and new enterprise that can keep the market strong well into the future. This section takes a look at some of the innovative and creative ways entrepreneurs are achieving

those goals.


icki Summers always knew she would be her own boss. When the high expenses of childcare and long, overnight work hours took its toll on her in the late ’80s, the single mother of two decided to supplement her income – and empower herself along the way – through the world of beauty. Twenty-one years later, the Louisville native is still her greatest success story, spreading self-confidence and self-acceptance to women as an independent beauty consultant for Mary Kay Cosmetics. Although she’s received numerous perks as a result of record sales over the years – eight cars, diamonds, and other coveted gifts – Summers is most proud of the keen business sense and management skills she’s developed.Today, aspiring business owners can

stand to capitalize off of their passion despite the struggling economy. According to a 2007 U.S. Census Bureau

survey, there were 130,000 woman-owned businesses in Indiana – up 9 percent. In the same year, an increase in woman business owners spread throughout the nation, adding 7.8 million businesses. More encouraging, minority-owned businesses in general increased 45.6 percent to 5.8 million.Several city and state agencies offer

programs and resources to assist aspiring minority and women business owners to become certified, which can help them earn public contracts. Greg Wilson, director of minority, women and veteran business development for the city of

Indianapolis, says helping minorities learn how to grow and sustain their businesses. Through workshops, literature, monthly online training, and one-on-one consultation in the department or with resource partners with the Small Business Administration, minorities and women gain a better understanding of business and are empowered to see their vision through. “We’re so engaged because of the mayor’s

aggressive plan and all the great work he’s done for minority and women-owned businesses since he’s been in office,” says Wilson. “He is as equally committed as I am.” However, Wilson says the biggest challenge that minorities and women-owned businesses face is access to capital. Indianapolis entrepreneur and E-author

Arnie Goldberg agrees, but predicts that there will be an increase in minority- and women-owned businesses so long as they “think out of the box.” “Although bank financing and funding

is difficult, the fact that many women and minority people are out of work or transitioning, lends itself to more people becoming creative and leaning toward providing a product or service to the consumer or other businesses,” says Goldberg. “Too many women and minority people have much to offer with great talent, and that talent will spawn business ideas.”Goldberg, who is also a

motivational speaker and business instructor, helps his students conceptualize and start their businesses for as little as $200, with an emphasis on effective online marketing. “Business owners today must become

an expert marketer to be successful,” Goldberg notes. “A unique service or

product, no matter the quality or demand, is not enough to be successful. With the convergence of social media, businesses must be creative in finding the needs of their prospective consumers and ways to match products and services offered to those needs.” As for Summers, business is steady with

a growing clientele. She’s always finding new or improved ways to market herself, and has no plans of stopping anytime soon. She wants minorities and women in general to look beyond what society reports and follow their dreams. “I would encourage anyone who realizes

that working for someone else for the rest of their lives is not the American dream, to start their business,” Summers asserts. “You have to step out on faith and take a chance.”


Four Steps to Business SuccessThinking about starting your own business? Regardless of the type of business, you must:

Get a MentorFinding a mentor is so very important. Mentors are trusted, seasoned individuals who are respected in their fields and have garnered success. They serve as great resources, providing tips and invaluable advice to mentees. Look for a mentor in your business community, or through a recommendation.

Get a Business PlanOften referred to as the “road map” to any business’ success, a business plan is a written document that describes the nature of the business, marketing and sales strategies, the financial history, and also may contain a projected profit and loss section. Effective business plans take time to construct, and should be thorough and accurate. Contact your local SCORE business consultant, or take advantage of free workshops through the city or your local public library.

Get EducatedResearch the type of industry you want to go into before investing in it. Are you passionate enough about it to want to invest in it? Make sure it’s a sound investment. Doing your homework on the type of business you wish to provide will prepare you to be the best and prevent bad judgment.

Get ConnectedJoin a local small business chapter or gender/race-specific organization. There are several such organizations throughout Indiana, such as the National Association of Women Businesses Owners, that provide great ways to get you connected to others and your particular business exposed.


people are turning to their own skills and opening home-based businesses to increase their opportunities for financial stability.According to the Small Business Association (SBA), more than

26 million Americans operate small or home-based enterprises. A recent SBA study indicated that legitimate home-based businesses have generated at least $100 million in revenue each year since 2006. “You may or may not get rich from a home-based business

endeavor, but it may be well worth the effort to try your idea out to see if it would be successful,” said Kathleen Tweeten, director of the North Dakota State Univeristy Extension Center for Community and a nationally-recognized expert on developing small and home-based businesses. “Most people, over 70 percent in fact, cite having more control over their lives, not getting wealthy, as the motivation for opening a home-based business. So, overall, it can serve as a great supplemental income source for you and your family.”

Getting started When someone has an idea that can develop into a home-based

business, it is highly recommended that they first determine if there will be a market for their products or services to see if the idea is even feasible. It is also important to develop a market to decide how to promote

products/services, and learn the basics of operating a business such as managing resources and financial record keeping. A home-based entrepreneur must decide whether he wants to sell

products (your own or those made by another manufacturer), or if he wants to provide a service, such as word processing, tutoring, bookkeeping, child care, painting, cleaning or consulting. It also is important to select a business opportunity that involves

something that you actually enjoy doing and would not mind devoting each day of your week to. For entrepreneurs who would like to start a business with

existing products, many companies offer franchise opportunities that can be operated from home. These franchises usually involve service-oriented enterprises such as commercial cleaning, lawn care, furniture repair/restoration, overseeing different types of vending machines and tax-preparation. Franchises that can be operated from the home require a smaller

up-front investment fee (most ranging from a few thousand dollars to $30,000) because there is no overhead cost for a physical location, such as those needed for a restaurant franchise. This affordability allows individuals who have saved discretionary

By most accounts, America is slowly recovering from its recent recession, and experts have cautiously expressed hope for modest job growth in the near future. Some sectors of the economy, however, remain

unpredictable, with layoffs and reduced salaries still a very real possibility. “During the recession, Indiana employment declined

by 7.4 percent, compared to a rate of 5.6 percent nationally,” said Daniel Smith of the Kelley School of Business at Indiana University in Bloomington. “Unemployment in Indiana remains high at above 9 percent. Still, some acceleration in employment and income can occur later in 2011.”As a result of unpredictable economic factors, more

income or families who have pooled together resources, to open a home-based enterprise with a recognized brand name.

The pros and cons As with any new enterprise, opening a home-based

business is a risk with no guarantees. Many people, however, have come to discover that its advantages are well worth the risk.Some advantages include having the ability to set your

own flexible schedule, freedom from traffic congestion and daily commutes, no office politics to maneuver and less time away from family. In addition, home businesses have no confining dress codes or company rules, and owners can benefit from saving money on fuel and food by having lunch and breaks at home, and unlimited income potential – the harder they work the more money they make. “Having a home-based business allows flexibility so

you can work around your family and work schedules,” Tweeten said. “You also have the independence of being your own boss.”In addition, building and maintaining a successful

business goes a long way in boosting a person’s self esteem and helps her realize her own professional goals. The disadvantages of having a home-based business can

include lack of job/income security, long hours, loss of home space , interruptions, possible loss of productivity due to lack of self discipline and the requirement of “wearing multiple hats” for your company (being president, promoter, customer service representative and bill collector all at the same time). Additionaly, working with others means that the

responsibilities of a business is shared, but in a home-based business, the owner usually carries the entire load until she is in a position to hire employees. Many experts agree, however, that the advantages

of owning a home-based business can outweigh the disadvantages, if the owner has the personal drive, discipline, patience and time management skills needed to succeed. Tax breaks Home-based business owners can benefit from numerous

federal and state tax exemptions that help offset costs related to operating a home office. These exemptions can cover building-related expenses for repairs and improvements, insurance, security devices, education and training, utilities, transportation, communications, software and equipment, record keeping, tax preparation and even meals and entertainment for clients. However, different types of businesses are required to

pay different types of taxes, so home-based business owners are strongly encouraged to keep track of the kind of taxes they might owe. “If you have an enterprise in Indiana and you are

operating the business out of your home, it is very helpful to understand all of the taxes you are liable to pay, as well as the exemptions you are able to get,” said John Eckart, commissioner of the Indiana Department of Revenue (DOR).

Home-based businesses: Picking up steam

By Brandon A. Perry

24 INDIANA MINORITY BUSINESS MAGAZINE FIRST QUARTER ’11 www.IndianaMinorityBusinessMagazine.com www.IndianaMinorityBusinessMagazine.com FIRST QUARTER ’11 INDIANA MINORITY BUSINESS MAGAZINE


Here is a quick list of popular choices

among those who open home-based businesses:• Accounting – Provides a flexible schedule for people who already have financial skills. You can purchase a tax or accounting franchise, or build your own. • Medical transcription – A good choice for anyone who has a good command of the English language and excellent typing skills with a home computer. Many doctors choose to outsource for their transcribing needs.• Child care – Good way to generate

income and spend more time with your own children while also taking care of other people’s children. • Home renovation – Smart choice for those who have an eye for decorating, design and good organizational skills. • Pet services and products – Perfect for anyone who loves animals. You can sell pet food and products in person or online, or provide other items such as pet clothing and accessories as well as care services.• Catering – A nice business for people who enjoy cooking food for other people, and helping out with entertainment and event planning. • Fitness trainer – If you take pride in

keeping yourself in shape, you could do well by helping others achieve their fitness goals.• Home and commercial cleaning services – Many people simply do not have the time to keep their homes clean. Businesses often need cleaning professionals to keep their facilities in top shape. • Virtual assistant – With more individuals and companies completing their work online, an independent contractor can help provide services for those who do not want to hire a full time office assistant. Tasks can include meeting and travel planning, project management, logistics coordination, billing, bookkeeping, writing proposals and sending out marketing materials.

For more information on how to start a small or home-based business, call the Indiana office of the Small Business Administration at (317) 226-7272, or visit www.sba.gov. For more information on federal and state taxes and exemptions, visit the IRS website at www.irs.gov, and the DOR webpage at www.in.gov/dor/.

Jewelry Lady7427 North Shadeland AvenueIndianapolis, IN 46250-2077

(317) 578-2500

Some suggestions



Graphic design artist Matthew Filer always knew he’d be an entrepreneur, but never expected it to happen so soon.

After graduating from Ball State University, Filer planned to work in a graphic design office, learn the business, then establish his own company. The looming job market forced him to take a job outside of his field. He worked at a bank followed by a payroll company, but was unhappy.

“My heart and mind was always focused on graphic design. I found freelance clients and worked on their projects at night to gain experience. I became so busy, I was taking my laptop to work and on breaks and at lunchtime would work on projects,” said Filer.

The Indianapolis native’s referrals were becoming overwhelming, so he decided to take a chance. He boosted his savings to cover his personal bills, resigned from his job and received a $1,000 loan from his parents to launch Invictus Designs.

Filer set a goal of one year to try his hand at entrepreneurship and taking that risk has proven successful. It has been two years since starting Invictus and today, the 27-year-old has clients such as USA Track & Field; Budweiser; Image First Marketing and Events, who plans celebrity events and fundraisers; Indianapolis Colts player Melvin Bullitt, Marlin Jackson and Antoine Bethea’s Fight for Life Foundation; Tyscot Records; and Vanderbilt University in Nashville, Tenn.

“I’m doing well and the business is growing. I’m actually making more money than I did before,” laughs Filer. He recalls how fearful he was in the early stages of his company but that his flexibility and creative versatility has gotten him to where he is today.

The headquarters of Filer’s burgeoning business: his two-bedroom apartment.

“It’s low cost and I am still a young business. I am looking for office space in the future,” said Filer. “I just roll out of bed in the morning, walk a few steps to my office and start working.”

Invictus Designs has become so successful Filer has future plans to employ other designers because currently, Filer acts as the designer, customer service and marketing representative, accountant and the list goes on. He’s also studying to receive his Adobe Certification and is constantly teaching himself new design programs and techniques.

He advises individuals wanting to work from home to research what people in their fields are doing from home and learn firsthand what it’s like to work from your residense before taking any chances.

A universal aspect of business is that, no matter what a company specializes in, there must be a physical place where work gets done. Traditionally, this aspect has been handled in a private manner, with small business owners either operating from home or a small storefront and larger businesses either maintaining or leasing their own building. However, an alternative solution to the

need for physical space is becoming more and more popular – shared office space. Also called executive suites, this business solution is when a building is divided into several often fully-furnished small offices rented by multiple companies.“Shared office space can make a lot of

sense for myriad reasons,” says Clint Fultz, a certified commercial investment member with the Indianapolis-based commercial real estate company Cedar Place Office Park. “There have always been both financial and practical advantages, and technologically, it has become more appealing as time goes on.”One of the most positive attributes of

shared office space is it takes a lot of the day-to-day headaches of operating a building out of the equation; allowing entrepreneurs to focus more on their business. “When you have company A next to

company B next to company C, it allows for a shared infrastructure,” explains Matt Shepard, a Web broker with Search Office Space, a Web site that offers offices in more than 5,000 locations worldwide. “For example, maintenance, cleaning, and tech support are all shared amongst the offices. A lot of small businesses with just two or three people don’t have the time to worry about things like that. In addition, pooling together allows these businesses to have things like meeting rooms, waiting areas, and a receptionist, which can be crucial

for a business to succeed.” The advantage of shared infrastructure

extends to cost as well as convenience. Shepard estimates that installing phone, Internet, wiring, plumbing and other systems can cost a business tens of thousands of dollars, in addition to day-to-day costs such as maintenance. It also can save money in terms of lost revenue. “An entrepreneur can’t be at the office

all the time,” says Fultz. “Say you go on a business trip. If a potential client comes to your office while you are away, you could miss out. With shared office space, someone is always there to let the client know that you do actually exist and get contact information for you.” Even though executive suites typically

cost more per square foot than traditional offices, they can still make a lot of financial sense as far as rent. The reason? Less space. “With a traditional lease, you are paying for the hallways, the restrooms; in some cases they even count elevators as square footage,” explains Shepard. “With executive suites, you are not. You just pay for what you need.” While shared office space is certainly

not a new concept, it has become more popular recently. Both Fultz and Shepard believe that this is because modern technology has made it more practical to operate in a smaller space. “Businesses no longer need as much space for paperwork because it can be stored electronically,” says Fultz. “Communication has become more mobile with emails and teleconferences. Not only are laptops and smartphones smaller than old phones and computers, they are also portable. It used to be that you had a printer, a fax machine and scanner. Now they can all be in one machine that is smaller than any one of the older ones. The list of changes goes on.”

“Nowadays, you can just ‘plug and play,’” adds Shepard. “What might have taken half the space in an office 15 years ago, you can carry now.”However, shared office space is not

always the best solution for a business. Shepard and Fultz listed the following situations where it does and does not make sense:Small businesses that simply don’t need

very much space are ideal for an executive suite.Larger companies that have close

business partners in another city might find shared office space useful. For example, if a company in South Bend does a lot of business with a company in Evansville, they may need to rent a small office near each other’s headquarters simply to have a base on business trips.Due to the very flexible nature of the

rental agreement, executive suites are great for short-term business. “Companies that use executive suites often don’t have a lease, they have a license agreement,” explains Shepard. “This means that you are not locked into a long-term lease. In fact, it can be on a month-to-month basis.” This is ideal for seasonal or temporary business. For example, it might be in the best interest of an orchard in the country to rent an office in the city during harvest season. Another example is a construction company that may need an office for three or four months while it works on a project in another city.The one situation that Fultz and Shepard

advise against is a company that has become too large for the relatively small area offered by a shared office space. A growing business will eventually become cramped and have to move to a more traditional office if it reaches a particular size.

photo of Matthew

The influx of shared office space

RisktakerMatthew Filer starts successful business in his apartment

Shared office space can make a lot

of sense for myriad

reasons

Communial Workplaces


30 INDIANA MINORITY BUSINESS MAGAZINE FIRST QUARTER ’11 www.IndianaMinorityBusinessMagazine.com 31www.IndianaMinorityBusinessMagazine.com FIRST QUARTER ’11 INDIANA MINORITY BUSINESS MAGAZINE30 INDIANA MINORITY BUSINESS MAGAZINE FOURTH QUARTER ’11 www.IndianaMinorityBusinessMagazine.com

State claims to spend over $200 million with minority & women businesses

With the competitive nature of business these days, a company probably welcomes any advantage that it can get. One way for businesses that are owned by a minority or woman to increase their activity – at least in theory – is for them to become eligible for state contracts.

Indiana is among other states that offer business contracts to certified minority-owned and women-owned businesses. The state says the contracts are available to these businesses in three areas – construction, professional services, and supply. But before they can win those contracts, eligible businesses must be certified by the state as a minority business enterprise (MBE) or women’s business enterprises (WBE).

Only businesses that are at least 51 percent-owned by a minority or a woman can apply to be certified by the state as a MBE or WBE. Additionally, applicants must meet the following requirements to begin the certification process: possess expertise in their field; be in control of the business enterprise; be a U.S. citizen; register with the Indiana secretary of state; obtain a bidder registration number by registering with the state procurement division; and complete a certification

application. Indiana says it has goals for

involving minority- and women-owned businesses in state contracts. For construction contracts, the goal is 7 percent for MBEs and 5 percent for WBEs. The goal is 8 percent for both groups regarding professional services contracts; and the target is 7 percent for WBEs and 4 percent for MBEs in state business for supplies. That works out to average overall goals of 6 percent for MBEs and 7 percent for WBEs, said Connie Smith, communications manager for the Indiana Department of Administration.

Smith noted that minority-owned business enterprise participation in state government contracts was 9.95 percent in fiscal year 2010. It was 5.20 percent for women over the same period. “That represents (more than) $133 million spent with MBEs and

$70 million spent with WBEs out of a total of $1.34 billion spent in Indiana state contract dollars,” she said.

Is minority and women business certification important to the state? “Yes,” said Smith, “because we want to provide an equal opportunity to minority and women’s business enterprises that seek to participate in the state’s procurement and contracting process.”

The city of Indianapolis also has an MBE and WBE certification program. Indianapolis city government certifies veteran-owned businesses as well. “For those vendors who have never done this certification before, we offer off-site training free,” said Greg Wilson, director of minority, women and veteran business development for Indianapolis. “We started that because they weren’t familiar with paperwork and a lot of them were being denied.”

It can take 45-90 days for minority and women business enterprises to be certified by the state of Indiana, and usually about the same amount of time to be certified by an Indiana city. Part of the reason that certification takes a while is because government officials have to make sure companies that claim they are minority-owned are legitimate.

“We have to verify that a minority is really the owner of that business,” said Robert Ransom, an administrator in Indianapolis’ minority, women and veteran business development office. “Sometimes what we really find out is those who claimed to be minority-owned are not minority-owned.”

The key to being certified and then making it work for a business is to develop partnerships within its industry, officials say.

Indiana and its major urban areas offer consultations with women- and minority-owned business to help them develop a business plan and improve their operations in other areas. Once a WBE or MBE becomes certified, the state and some municipalities regularly sends them notices and updates about upcoming projects and Small Business Administration (SBA) events, such as workshops and training sessions.

More information about becoming certified by the state of Indiana can be obtained by calling (317) 232-3061 or visiting www.in.gov/idoa/2352.htm.


Becoming Minority CertifiedBy James Patterson


In an economy that is slowly improving, full-time and part-time jobs are still difficult to come by. As the unemployment rate steadies near nine percent as of December 2010, more than ever, employers are utilizing the benefits of contract workers. Doing so allows them to hire on an as-needed basis and health insurance is not part of the package, which also keeps costs down. Many businesses, including

state-owned and operated ones, hire contract workers because it is often the most cost-effective solution while providing experts in a given field. Other reasons

may include skills needed for a specific job can only be found in the contract market, recruiting for a permanent member of staff takes longer than time allows and a particular project only requires a short term resource, or situations for which many business leaders don’t believe justifies hiring a full- or part-time worker.

However, not all contract hiring ends on a good note. In October 2009, Indiana Gov. Mitch Daniels cancelled the IBM Welfare Modernization contract after deciding not enough progress had been made to resolve ongoing implementation issues. It was a 10-year, $1.34

billion contract that Daniels said at the time “just did not work.” While the contract was granted to help the state decrease fraud, high error rates, long customer wait times and slow the progress of moving people from welfare to work, Daniels said that hiring out of state employees to handle in state problems was “a flawed concept that simply did not work out in practice.”While contract work has

benefits on the employer side, many people who have suffered layoffs during the down economy now consider themselves “full-time contract workers.”“I was laid off in April 2009

and I have not had a full-time job since,” said Wilbert Hues Jr., 39, of Kokomo. “After not getting any calls back, I decided to look for contract work and that is what I’ve been doing since.”Although Hues admits contract

work is sometimes hard to find because most of the work he does is in the construction field, “it’s been easier than even finding a part-time job at a fast food restaurant.” It’s also difficult for Hues and

others because they do not receive the perks of full-time employees, such as health insurance, paid vacation, sick days or short-term disability. Additionally, contract workers may see a paycheck on one Friday and not the following.“It’s stressful,” said Linda

Tracker, 42, of Indianapolis, who finds work at job fairs and

online. “I miss knowing in a month that I’ll have a pay check in my bank account.”Unfortunately, for those in the

same boat as Hues and Tracker, all signs point in the direction that many companies will continue to hire only contract workers even as the economy begins to bounce back.Matthew Henson, a spokesman

for the job recruiting site Monster.com, said it saw a 46.2 percent spike in contract job postings earlier this year. According to the U.S. Department of Labor, it is hard to pinpoint the increase in contract or temporary work because it stopped keeping track in 2005 due to budget cuts.Garry Mathiason, a senior

managing shareholder at Littler Mendelson, recently told MSNBC that he expects to see a rise in the use of contingent workers in highly-skilled positions – including scientists, engineers, professionals and managers – as companies aim to do more project-based work with small groups of professionals that they can bring in on an as-needed basis. He compares it to making a movie, where producers bring in the crew needed to get the job done.Regardless of whether contract

work is here to stay, Tracker and Hues agree they’re happy with any paycheck.“The ability to pay my bills,”

said Hues, “That’s the most important thing.”

Contractworkheretostay?By Ericka Sanders

“Hello Evansville!,” were Alfonso Vidal’s first sentiments when he stepped onto the grounds of Vanderburgh County. The city of Evansville, voted best in the county “to live, work and play” extended a new branch of life when it welcomed Vidal. “I was received with such warmth, everywhere I went and I felt at home. I just didn’t want to leave,” says Vidal. Vidal was born in Venezuela, a country in South America where people

are known for their easy-going nature and fun-loving spirit. He was raised in an affluent upper-middle-class environment during the oil boom in Venezuela in the mid-1970s and says “I had a very blessed life.” Then during the early ’90s, the country was thrown into crisis after two political coup attempts took place in 1992. Riots and crime began to plague the

area along with the influence of Columbian narcotics trafficking and terrorism. “Drug cartels began taking over the lower society,” recalls Vidal. “Venezuela wasn’t strong enough to withstand the corruption.“I initially came to visit my sister at the University of Evansville –

I just needed to get away from Caracas for a while. But when so many opportunities became available and so many doors opened for me, I never left.” University of Evansville (UE) administrators encouraged Alfonso to stay in Evansville and complete his mechanical engineering degree at UE. He then went on to complete his master’s degree in industrial management at the University of Southern Indiana. “Things had gone so well for me - I was determined to find a way to give back,” he says. “I felt it was my duty to give to a community that had so openly embraced me.”

Alfonso VidalCreates the Blueprint for Latino Outreach and EmpowermentBy D.P. Morton

Industrial Engineering & Management Specialist

Voilà HOLA (Hospitality and

Outreach for Latin

Americans) Vidal decided that one of the best

ways to repay Vanderburgh County would be to create a positive Latino presence in his tri state area of Evansville. It is the regional hub of Indiana, Illinois, and Kentucky.” In 2002, Alfonso co-founded HOLA with the help of Aldar Escamilla, Rodney Fonseca, Maura Robinson and his wife, Daniela Vidal. HOLA not only offers many services of a Latino community center but puts an emphasis on ways to increase positive Latino presence in Evansville, build local Latino government representation and help Latinos integrate into non-Latino communities. “This isn’t your standard 501(c)3,” says Vidal, who is now president of HOLA’s board. “We aim to create a coalition

of individuals who will prepare the next generation of Latino leaders – in business and in government.”In his professional world, Vidal

specializes in custom compounded thermoplastics used in tight-tolerance engineering materials. He is not only a sales engineer for OMNI Plastics, but also is a managing partner of Resinal de Mexico, a new OMNI business venture in Mexico. “Running a business has always been in my blood,” he says. “My grandmother, Lola, would always say ‘Alfonso-Rafael, you are very good at getting people to work,’ and she was right.” Vidal favorably remembers his grandmother’s ingenious spirit as she granted need-based scholarships to widows through a not-for-profit organization that she started while authoring several books. “Lola even had an opportunity to personally present one of her books describing the struggles of modern-day widows to the Pope about 20 years ago,” he recalls. Vidal’s grandfather

was an attorney with his own law practice in Caracas: “He negotiated deals with many oil firms in the ’70s and ’80s during Venezuela’s oils boom.” Vidal’s father owned a Venezuelan land development and construction firm. “My family worked hard. We understood that when you make good deals and help others amass wealth, everyone benefits,” says Vidal.In 2002, Evansville Mayor

Jonathan Weinzapfel appointed Vidal to the City of Evansville Advisory Board for Latino Affairs and in 2006, Vidal was named by Indiana Gov. Mitch Daniels to the Indiana Commission of Hispanic/Latino Affairs and became board chair of the commission for three years. Vidal spearheaded a partnership with the Indiana Minority Health Coalition in support of HOLA for over $100,000 a year in order to provide health education awareness services for the Latino population in Evansville. “Alfonso is an example of the kind of leadership that we would like

to see more of - throughout the state, the country and the world,” says Morella Dominguez, director of multicultural programs for the Indiana Minority Health Coalition.When asked if he ever plans to

return to Venezuela, Vidal says, “I have never regretted leaving Venezuela and making America my home. My family and my life are here in America now. My kids love the schools and we are comfortable.” Vidal married his Venezuelan sweetheart, Daniela, a chemical engineer, who is also a leader in the Latino community. Their three children were born in Evansville and Vidal plans to take them to Venezuela for regular yearly visits. He maintains contact with family and friends in Venezuela, but says there is a “lifetime” of work to do, here in America. He will continue to strengthen community partnerships for HOLA and build his ventures with OMNI Plastics.

34 INDIANA MINORITY BUSINESS MAGAZINE FIRST QUARTER ’11 www.IndianaMinorityBusinessMagazine.com 35www.IndianaMinorityBusinessMagazine.com FIRST QUARTER ’11 INDIANA MINORITY BUSINESS MAGAZINE34 INDIANA MINORITY BUSINESS MAGAZINE FIRST QUARTER ’11 www.IndianaMinorityBusinessMagazine.com 35

he two synonymous names in the beauty industry for the everyday woman are Avon and Mary Kay Cosmetics. Uzo Osili and Deana Peterson know the ins and outs of those popular home-based businesses and have enjoyed success with them. Osili has worked with Mary Kay for 20

years, with 18 of those full-time, and Peterson, an Avon consultant, has done well in selling the product line to her neighbors and friends. Peterson and Osili, and millions of women like them around the world, are selling enough to help keep the two household cosmetic brands as powerhouses in the beauty industry.Avon is preeminent in the cosmetics

industry. Established more than a century ago, the company earned more than $9.9 billion in revenue in 2007 while Mary Kay, which was started in 1963, earned $2.4 billion in 2007.David H. McConnell founded Avon’s

predecessor in 1886 under the name California Perfume Co. going door to door selling books and then giving away perfume. The perfume became more appealing than the books, and in 1939, the company’s name became Avon. In 1999, it saw its first female CEO, Andrea Jung.Throughout the 25 years of book

saleswoman Mary Kay Ash’s career, she refined her theory of marketing and sales: provide a quality product, target that product at a specified market, and offer sales incentives not only to the sales force but to the customer as well. She also developed effective techniques and strategies, and it was her belief that other women would be able to do the same in sales. She started her company with her second husband in 1963. Ash succeeded at combining the skills

that she had acquired selling books door to door with her understanding of marketing to women. It was her reliance on women as in-home salespersons, her use of a signature color – pink – as part of the corporate identity, and her shrewd incorporation of premiums and incentives (such as pink Cadillacs and diamond jewelry) into company sales plans that brought her such astonishing financial success.Osili, senior independant Cadillac

director with Mary Kay Cosmetics in Indiana, explained why she believes that Mary Kay is the best beauty product around. “The company stands behind the product. I have participated in educational sessions with founder Mary Kay Ash,” she said. “I love the product! I love the company. The motto that all employees live by is ‘God first, family

second, career third.’” There are times when sales

representatives quit or give up selling Mary Kay because, “People don’t realize that this is still life,” said Osili. “You have to be committed, educated, and coachable. We live in a society that is not the most patient.”Mary Kay’s best sellers are the skin-

care line products. The company instills in its reps the following approach: “Try before you buy” so that the customer gets the product that works the best for her. Mary Kay’s independent sales consultants are trained in how to make up each customer and match her specific skin care needs. Additional selling advantages include

no territories and the mentoring structure spans the globe. “The Look” is Mary Kay’s paper and online catalog where customers can order products.“I love the commission structure – 50

percent of what we sell, we keep,” said Osili. “I love the fact that it is a consumable product. My customers like my customer service. When they use it up and come back, then you keep adding to your customer base.”Mary Kay is one of the top direct sellers

of beauty products in the country. It offers more than 200 products in six categories: body care, color cosmetics,

facial skin care, fragrance, nail care and sun protection.If someone wanted to make substantial money

and invest full time, the potential to make $50,000 or $60,000 a year is there, said Peterson of Avon. “You have to make the investment of time to build the customer base,” she said. “I have extremely loyal customers. My No. 1 selling product is Imari.” Avon Products is the world’s top direct seller of cosmetics and beauty-related items. The company has 6.2 million independent representatives, 41,000 employees, and is building a global brand through its worldwide sales of cosmetics, fragrances, toiletries, jewelry, apparel, home furnishings and more. Sales representatives can get into the Mary Kay Cosmetics business for a onetime fee of $100. More than 2 million independent sales consultants demonstrate Mary Kay products in the U.S. and some 35 countries. The consultants vie for awards each year, ranging from jewelry to the company’s trademark pink Cadillac. Peterson, who also works as an ultrasound tech,

has been selling Avon for seven years part-time. What attracted her to the cosmetics work? “The extra income, not the parties,” she said. “I am busy with work and being a mom and I needed something that would fit into my everyday life.” The initial start up fee to become an Avon representative is $10-$15; however, representatives are also required to buy product books and other materials, which are inexpensive. Peterson buys only the products that her customers order and does not order in bulk. “My husband and I joke that our Avon money is

called ‘The Peterson Family Petty Cash Fund,’” chuckled Peterson. “I use that money to pay for my son’s private trumpet lessons and for ‘the little things’ that need to get done.”

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We are members of Lakeview Church because when we were looking for a church we wanted it to feel like a second home and Lakeview does.

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Service Listing :Our Traditional Service 8 amThe Contemporary Services9am and 11am Life Groupsmeet throughout the week.

SENIOR PASTOR AND LADY BONTRAGER

47 Beachway D

rive Indianapolis Indiana317-243-9396w

ww

.lakeviewchurch.org

We are members of Lakeview Church because when we were looking for a church we wanted it to feel like a second home and Lakeview does.

Stephon and Emerald Mason

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How Avon and Mary Kay aredominating the industryBy Michele Renee Curtis

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www.IndianaMinorityBusinessMagazine.com FIRST QUARTER ‘11 INDIANA MINORITY BUSINESS MAGAZINE


OK, we know you’re probably thinking about skipping

this article. Taxes aren’t the most fun or sexy thing to talk about. It’s not really a topic you want to discuss when you’re entertaining friends or trying to impress a date. However, taxes are highly important when it comes to maintaining both business and personal finances.

Understanding the different types of taxes you might have to pay could mean the difference between receiving tax credits or exemptions to help your business grow, or having the IRS sell your company’s assets to the highest bidder.

The Indiana Minority Magazine made it easy for you: Here is a quick listing of several kinds of taxes and what should be done to pay them:

Income TaxAll businesses (except partnerships)

must file an income tax return each year. Partnerships file a separate information return. The type of form you use depends on how your business is organized, whether it is a corporation, S (shareholder) corporation, sole proprietorship or a limited liability company.

You must pay income tax as you earn or receive income during the year. In most businesses, employees usually have income tax withheld from their pay. Business owners can pay income taxes through withholding or, if they can’t pay all of their taxes that way, they will have to pay what is called an estimated tax (see below). If your business is not required to make estimated tax payments, you may pay any tax due when you file your return.

Estimated Tax For estimated tax purposes, the year is

divided into four payment periods. Each period has a specific payment due date. If you do not pay enough tax by the due date of each of the payment periods, you may be charged a penalty, even if you are due a refund when you file your income tax return. When this occurs, an estimated tax must be paid.

Generally, you should be prepared to pay an estimated tax for 2010 if you expect to owe at least $1,000 in tax for 2010 after subtracting your withholding

and credits. Or if you expect your withholding and credits to be less than 90 percent of the tax to be shown on your 2010 tax return, or 100 percent of the tax shown on your 2009 tax return. To figure your estimated tax, you must figure your expected adjusted gross income, taxable income, taxes, deductions, and credits for the year.

Self-Employment TaxIf you work for yourself, you will need

to pay the self-employment tax (SE tax), which is a Social Security and Medicare tax. SE tax payments contribute to your coverage under the Social Security syst em, wh ich prov ides you wit h retirement benefits, disability benefits, survivor benefits, and hospital insurance (Medicare) benefits. You must pay SE tax and file Schedule SE (Form 1040) if either of the following applies:

• If your net earnings from self-employment were $400 or more.

• If you work for a church or a qualified church-controlled organization (other than as a minister or member of a religious order) that elected an exemption from Social Security and Medicare taxes, you are subject to SE tax if you receive $108.28 or more in wages from the church or organization.

Remember, there are special rules and except ions for a l iens, f ish ing crew members, notary public, state or local government employees, foreign government or international organization employees, etc.

Employment TaxesWhen you have employees, you

a lso have cer ta in employment tax responsibilities that must be paid and forms that must be filed. Employment taxes include Socia l Secur ity and Medicare taxes, federal, state and county income tax withholding, and the federal unemployment (FUTA) tax.

Excise TaxSome businesses must pay certain

excise taxes to continue to operate in their area of specialty. Excise taxes must be paid by business owners who manufacture or sell certain products, operate certain

kinds of businesses, use various kinds of equipment, facilities, or products and receive payment for cer tain services. The federal excise taxes are reported on Form 720, Quarterly Federal Exise Tax Return (PDF), which consists of several categories of taxes, including environmental taxes, communications and air transportation taxes, manufacturers taxes on the sale or use of a variety of different articles, fuel taxes and taxes on the first retail sale of heavy trucks, trailers and tractors.

Making it easier for youAnyone who needs more information

about federal tax requirements may visit www.irs.gov/businesses. The Indiana Department of Revenue (DOR) also has an easy to use website, www.in.gov/dor, to help you file and pay state taxes.

“Whether you’re a large multinational company, a small business owner, or a self-employed individual, the requirement of taxes must be met,” said John Eckart, commissioner of DOR. Our goal is to provide all the resources a business will need to properly file its return, get registered and pay taxes online.”

The D OR websi t e of fe r s v i s i t o r s t he opportunity to conveniently find state tax forms, information about tax refunds, file nonresident tax returns, file taxes while serving in the military, take a renter’s deduction, make arrangements on tax bills and find exemptions.

Note: Ef fect ive Ju ly 1, 2010, any employer in Indiana that files more than 25 W-2s in a calendar year is required to file both the WH-3 form and their W-2s electronically. This new law (IC 6-3-4-16.5) applies to W-2s filed after Dec. 31, 2010.

The WH-3 (Annual Withholding Reconciliation Form) is a reconciliation form for the amount of state and county income taxes withheld throughout the year. This form must be filed on or before the last day in February.

For more information, visit www.irs.gov and www.in.gov/dor.



Staying on top of the game in today’s business climate can be quite a challenge for a small business owner. There are the traditional headaches – managing employees,

advertising, obtaining loans; as well as a whole array of new ones – skyrocketing insurance premiums, competition from outsourcing companies that might pay a fraction of what you do for labor, and materials and environmental protection. And then there is still shaky economy.

Although staying on top of the tax code can be equally perplexing, knowing the incentives and tax breaks available to small businesses can help minimize a lot of those headaches. Erni Mann, a certified public accountant (CPA) with the Switzer Group accounting firm and chief financial officer of Hubbard and Cravens Coffee and Tea Co., explains.

“There’s always new legislation for tax reform and certain things change every year. Knowing what those changes are and utilizing them to your advantage can go a long way towards making your business as financially efficient as possible.”

Small businesses should keep up with any recent changes in the tax code, particularly those that could affect them. For example, Congress and President Barack Obama approved the Small Business Jobs and Credit Act of 2010 (H.R. 5297), which cuts taxes, provides more Small Business Administration (SBA) funding and eases credit for small businesses. The legislation creates a $30 billion lending program and provides small businesses with $12 billion in tax breaks, including more generous write-offs for equipment purchases.

“Reinvigorating our economy in the short run and rebuilding it over the long term is not a one-step process,” Obama said

in September 2010 when the bill passed. “At a time when small business owners are still struggling to make payroll and holding off hiring, we put together a plan that would give them some tax relief and make it easier for them to take out loans. It’s a bill that’s paid for. It won’t add a dime to the deficit.”

Community banks with fewer than $10 billion in assets would have access to the new $30 billion fund to encourage lending to small businesses. The new law combines the fund with about $12 billion in tax breaks aimed at both large and small businesses. Those tax cuts include breaks for small restaurant owners and retail store owners who remodel or build stores. Larger businesses also can benefit from the new law by more quickly recovering the costs of capital improvements through depreciation. Additionally, the measure allows small-business owners to deduct costs of health insurance for themselves and their families from self-employment taxes for the 2010 tax year.

Although Mann, the accountant, recommends consulting with a CPA before making any tax-related business decisions, she offers a few tips to help turn the tax code from foe to friend:

• Look at how you are categorizing deductions. In some cases, labeling the same expense in a different way can make a big impact on the bottom line. “One big area that small businesses miss out on is defining an expense as a charity rather than for business development,” says Mann. “While there are restrictions on charitable deductions for all businesses, you can deduct business development expenses dollar for dollar. In some cases they overlap, and this can be a huge tax advantage. For example, I contributed to the Indiana Sports Corporation –

MaxiMizingYour MoneY

Taxes & incenTives

For BusinessesBy Aaron Rimstidt

40 INDIANA MINORITY BUSINESS MAGAZINE FIRST QUARTER ’11 www.IndianaMinorityBusinessMagazine.com 41www.IndianaMinorityBusinessMagazine.com FIRST QUARTER ’11 INDIANA MINORITY BUSINESS MAGAZINE 41www.IndianaMinorityBusinessMagazine.com FOURTH QUARTER ‘10 INDIANA MINORITY BUSINESS MAGAZINE

a non-profit – and defined it as business development instead of charity because it allowed me to meet new people and generate new business. If this is the purpose of your contribution, then it definitely pays to categorize it that way.”

• With gas prices unlikely to go down anytime soon, it is a good idea to know the ins and outs of the mileage deduction. According to Mann, if you take a drive for business-related reasons and also run a personal errand, you can still write it off on your taxes. For instance, if an entrepreneur has to make a bank deposit and pick up the kids from soccer practice, he or she can write off the trip minus whatever additional mileage it takes to get to the field. If the practice is on the way, then the entire drive is deductible.

• Make sure that the business is structured the right way. “Your tax rate can change by up to 25 percent, based on how your business is defined and how the owner is paid,” explains Mann. “Depending on what your business is, it can make a big difference if the owner is reported as a sole practitioner, partner or corporate owner. This takes working jointly with an attorney and a CPA, because it takes an attorney to set up the entity and a CPA to figure out the best tax benefits.”

I t m a y n o t b e a s u r p r i s e t o m o s t t h a t m e a l s a n d entertainment are both a good way to attract potential clients and are tax-deductible. However, according to Mann, this is one tax area that small businesses frequently miss. “A lot of people don’t know what can be defined as an entertainment expense,” she said. “It isn’t necessarily just the traditional round of golf. It can be any number of things – ladies going to the spa, guys going to the game. The purpose for coming together is more important than the activity.” A general rule of thumb is that if the focus is on generating additional business opportunities, it can be deducted.

It is advantageous to become a certified minority or woman-owned business enterprise (MBE or WBE) for multiple reasons. One is that entities that do government work must use a certain percentage of MBEs and WBEs. For big projects, such as the recently finished state of the art Indianapolis International Airport, this guarantees that hundreds of millions of dollars must go to MBEs and WBEs. There are also several grants dedicated to MBEs and WBEs, as well as special considerations given for obtaining business-related loans.

To learn more about the advantage of certification, visit the Minority Business Development Agency online at www.mbda.gov.

“Your tax r ate can change bY up to 25 percent based on how Your business is defined and how the owner is paid.”


Office Furnishings


The concept of the office has, thankfully, evolved from a stuffy box with four walls to spaces that are more comfortable and reflective of the people who work in them. Generally, offices reflect the nature

of the occupant’s business field, but many are going beyond a boring desk and incorporating style, function and taste by using color, fabrics, industrial-inspired materials and much more to add liveliness to an otherwise mundane workspace. From traditional to eclectic to French country, stylish offices are becoming well-incorporated into individuals’ professional workspace as well as

their home offices. For those who prefer a more

practical setting to get work done, Nick Williams of Lea Matthews Furniture and Interiors in Evansville suggests the “Brookhaven,” a modular home office from Hooker Furniture, due to its attractive style and practicality. “It has the functionality of a

commercial office, with traditional styling suitable for the home. The separate components allow you to configure to fit your needs and space,” remarked Williams.This furniture is made of hardwood

solids with clear cherry veneers, and is their best selling home office furniture. The peninsula desk fits beautifully into the tall bookcase, and

the file provides flexibility and mobility. Each piece is ordered individually, which allows the customer to create a truly unique home office. For those who want a stunning but modest

home office, Haverty’s offers a wide variety of office furniture to fit a variety of tastes. For professionals who want contemporary

and stylish office furnishings at an affordable price, Target is the perfect store. Visit Target.com to view a wide array of

items that will effectively accommodate one’s home or office space.

Dolce dark walnut desk$139.99

Target.com Dorado Office Chair $129.99

Dolce dark walnut folding bookcase$89.99

52-inch desk/hutch $799

Lea Matthews Furniture

Havertys

Target.com

Target.com

Haverty’s

Chateau de Vin Credenza$1,499Two drawer lateral file$499Chateau de Vin desk $1,499

Brookhaven Hutch$1,498Credenza$1,679Executive Desk and Chair$2,085/$681Lateral File$742

Where to buy:

Lea Matthews Furnitureand Interiors5611 E. Morgan Ave.Evansville, IN 47715(812) 474-4266leamatthews.com

Haverty’s Furniture8410 Castleton CornerIndianapolis, IN 46250(317) 558-2992havertys.com

Target.com

44 INDIANA MINORITY BUSINESS MAGAZINE FIRST QUARTER ’11 www.IndianaMinorityBusinessMagazine.com 45www.IndianaMinorityBusinessMagazine.com FIRST QUARTER ’11 INDIANA MINORITY BUSINESS MAGAZINE 45www.IndianaMinorityBusinessMagazine.com FOURTH QUARTER ‘10 INDIANA MINORITY BUSINESS MAGAZINE44 INDIANA MINORITY BUSINESS MAGAZINE FOURTH QUARTER ‘10 www.IndianaMinorityBusinessMagazine.com 44 INDIANA MINORITY BUSINESS MAGAZINE FOURTH QUARTER ‘10 www.IndianaMinorityBusinessMagazine.com

rom custom-made chocolate bars for donald trump and specialized truffles for princess haya in dubai to Indy’s eclectic cultural trail on mass ave., IndIana’s Female ChoColatIers make the best confectionery treats and are known for some of the best chocolates in the world


best female chocolatiers

She also attended art festivals and cultural events and set up samples of her gourmet treats to share.Subsequently, the popularity of her products began to grow. Gower

had Best Chocolates In Town certified by the city and the state and received lucrative contracts with casinos in Indiana. “That was a wonderful, yet challenging spurt of growth for Best Chocolate,” recalls Gower. “We supplied the casinos with specialty chocolates to put in their VIP packets and their gift shops. The orders were coming in so fast we could barely keep up. The casinos wanted lower prices and larger shipments. Specialty chocolates are not mass produced like manufactured candies. I had to make some tough choices and narrow my customer base. Best Chocolate in Town pieces range from 85 cents to $2 per piece. This is very different than the Mars or Hershey discount of two-for-a-dollar.”

One of the most successful African-American chocolatiers in the Midwest is Jacquelyne Chesser, sole proprietor of Goody Gourmet’s. Chesser worked in corporate America for years as a finance executive before she discovered her knack for creating chocolate covered cookies, popcorn and homemade candies and sweets. “My

family and friends have been super supportive – but I was never able to find a professional mentor with experience in the confectionary arts to mentor me. As an African-American female, I was very much alone in my quest to launch this business – no one in my circle had done it before.”Chesser reached out to her spiritual mentor and

church pastor. He had a keen business sense and was able to steer her in the right direction. “Turns out as much as I loved making chocolate, the customers in this area love my gourmet popcorn even more.”“I was a 56-year-old waitress looking for a fun

hobby,” recalls Kathy Logsdon of Kathy’s Kandies on Main Street in Lafayette, Ind. “A couple of girls I worked with encouraged me to get started, and I told myself, ‘I think I can do that.’ Before I knew it I was in my kitchen selling more than 400-pounds of chocolate a year,” laughs Logsdon when she thinks back on the pressure to formally incorporate her business. “I quickly set-up shop and usually work 18-hours-a-day, seven-days-a-week.” Logsdon has no equipment and makes everything by

hand. She still finds chocolate making fun and enjoys being challenged when putting her artistic skills to use. “I can put designs and create the shapes of almost any kind of chocolate candy I imagine. When I see specialty chocolates in catalogues or books it presents a challenge to me to design something even better,” she says.Sales increased by 30 percent when Logsdon found

that keeping something new in the store motivated her

Cathy Brand of DeBrand Fine Chocolates in Fort Wayne launched her chocolate company in 1987. “I had already been making candy since I was 8-years-old,” says Brand. “My mother had a confectionary business and as a young girl I experimented with all kinds of confectionary candies. One of my first specialties was candy necklaces for my elementary school friends.”Brand says by the time she got to high

school, she was already an expert in wedding cake décor and created delicious cakes for weddings in the Fort Wayne area. “Being a woman-owned enterprise has never presented any challenges for me. I know I’ve been blessed. I grew up watching my father support my mother as she managed her business. He encouraged her and never treated her as a subordinate. My husband is the same way.”Brand recently filled an order of

500 boxes of truffles for Princess Haya Bint Al Hussein of Dubai

and continually meets orders of custom made Trump Bars for the Donald Trump organization. Additionally, she had the opportunity to study the business of confectionary art extensively while traveling and training in the U.S., Canada and Europe.Best Chocolate in Town owner Elizabeth

Gower had a different set of experiences. “It took years before I could even get

people to return my calls,” says Gower of her early start-up days in 1997. “Part of the problem was that I looked like a young

adolescent and had a high-pitched girly voice well into my 20s.”Gower laughs as she recalls the kind,

yet condescending pat on the head she would get from many more experienced business owners who would not take her seriously. She eventually joined Business Networking International and the Lacey Leadership Association, where she learned how to break into the “Good ol’

boys” network.

Cathy Brand has been making sweet treats since she was in grade school. Her company, DeBrand Fine Chocolates in Fort Wayne, produces chocolates and other goodies.

By D.P. Morton


customers to not only buy their “usual” favorite, but to add her new specialty chocolates to their order as well.Kathy’s Kandies gets steady orders

from Purdue University because of their commitment to “buy local.” Logsdon says, “I think I got started at just the right time and place. Most entrepreneurs are in their 60s when they get started, Logsdon adds. “And with the support of Purdue University and the community, I have become a success. I am lucky to have found something I love and I know I’ll never get bored.”With the sweet success of chocolate

comes the bitter issues of dealing with chocolate distributors and African cocoa plantations who exploit humans for chocolate. According to the International Labor Organization, 80 percent of the world’s chocolate is coming out of West Africa, where deplorable work conditions are imposed upon nearly 200,000 enslaved children.The chocolatiers featured in this

article support organizations like the National Confectioners Association and

the National Chocolate Manufacturers Association that are helping to resolve these issues. Gower, of Best Chocolate in Town, says, “I only buy from Gyttard

Chocolate in South America – where they only do business with cocoa plantations that have fair labor practices.

Best Chocolate In Town owner Elizabeth Gower used to give away samples of her chocolate at cultural events.

Jacquelyne Chesser sells cookies, flavored popcorn and chocolate at her store, Goody Gourmet’s.

48 INDIANA MINORITY BUSINESS MAGAZINE FIRST QUARTER ’11 www.IndianaMinorityBusinessMagazine.com 49

have garnered positive feedback and national attention. In March, the chapter hosted the organization’s first Midwest regional summit and special luncheon at the Conrad in downtown Indianapolis. The group not only got a chance to showcase itself – as Indianapolis is being considered to host its National NAWBO Convention – but members were able to network with other women business owners in neighboring states and participate in discussions led by key women leaders. Such leaders included Billie Dragoo of Indianapolis, who is a national board member, and other speakers and facilitators. Attendees received information on access to women’s capital, job growth, and other related women-in-business issues.

Among signature events are the NAWBO-Indianapolis’ annual corporate mixers and the Circle for Learning and Networking, which provide opportunities for mentoring, business development, and contracts/procurement. In April 2011, the chapter plans to host its first “Connections at Sea” cruise to the Bahamas for members only, and form more opportunities for students interested in business to grow through an internship program.

Currently, Shew and Montgomery are focused on growing and retaining their membership, and establishing relationships with more corporate partners that have played a huge role in helping the chapter push its mission and objective for women and minority business owners. “We already have 49 wonderful corporate partners – up four

NAWBO FemaleEntrepreneurship

For more than 30 years, the National Association of Women Business Owners (NAWBO) has provided a professional and diverse marketplace of ideas, educational development, and networking events that foster entrepreneurial interest and success. Women from all walks of life and experiences join the organization in hopes of connecting with other like-minded business women, give and receive invaluable advice, and establish business partnerships.

The Indianapolis chapter of NAWBO mirrors that of its national organization. With more than 230 members and 18 women on the board of directors, the statewide chapter is the fourth largest of 80 chapters across the nation. Its members provide nearly every type of service known in the greater Indianapolis area, including accounting, legal, marketing, and information technology, and are highly recognized and active in their businesses and communities.

But, what makes this women’s only organization so different from the countless others that exist?

“We not only seek to help our members, but we build a spirit of community and support,” says Judy Montgomery, president of NAWBO-Indianapolis. Montgomery, who is president of VTI Contracting, joined the organization in 1998 and eventually became a board member. Since then, the Shelbyville native has served in almost every executive position and enjoys the bond that exists between the women. Montgomery credits the chapter’s strong presence in the city to the success of its growing membership and programs.

NAWBO-Indianapolis Executive Director Stacey Shew wholeheartedly agrees.

“It’s about building lasting business and personal relationships.” Shew hopes that aspiring and current women business owners can appreciate the quality of leadership that the organization boasts, and support NAWBO-Indianapolis in its many initiatives to sustain and promote women.

The organization has already sponsored major events that


Premier women’s business organization promotes connections and community By LaToya Black

from last year – who support us and enable us to better serve our members,” says Shew. Some of the partners include Eli Lily, the NCAA, Cummins Inc. and Veolia Water, as well as affiliates and sponsors. Although NAWBO is a non-partisan organization, the chapter also has found continued support in the political arena. Indiana Lt. Gov. Becky Skillman is a huge advocate.

As for minorities and women looking to start or grow their businesses, both Shew and Montgomery agree that preparation and determination are important factors.

“You’ve got to follow your dreams, and what you’re most passionate about,” says Montgomery. This is especially true for ‘serial entrepreneurs’ – individuals who invest in the ‘what’s in’ and ‘most popular’ at any given time,” she says.

Because change is constant in business, aspirants and women/minority business owners should embrace it, and look for ways to grow their business. “You need to be willing to evolve, and be open to changes,” Shew says.

For more information on NAWBO-Indianapolis, visit the chapter’s website at: www.nawboindy.org


50 INDIANA MINORITY BUSINESS MAGAZINE FIRST QUARTER ’11 www.IndianaMinorityBusinessMagazine.com 51www.IndianaMinorityBusinessMagazine.com FIRST QUARTER ’11 INDIANA MINORITY BUSINESS MAGAZINE51www.IndianaMinorityBusinessMagazine.com FIRST QUARTER ’11 INDIANA MINORITY BUSINESS MAGAZINE50 INDIANA MINORITY BUSINESS MAGAZINE FIRST QUARTER ’11 www.IndianaMinorityBusinessMagazine.com

Deborah OattsPresident and CEO, Nubian Construction GroupIndianapolis

Always the consummate professional, Deborah Oatts’ career is what many might consider less traditional for a woman. Deborah Oatts is president and CEO of

Nubian Construction Group, a construction management, tri-axle trucking and outreach compliance program management company headquartered in Indianapolis. Nubian Construction Group is a certified Woman Business Enterprise (WBE), Minority

Business Enterprise (MBE) and Disadvantaged Business Enterprise (DBE) in the state of Indiana.Oatts’ previous posts include founding Nubian Transport

Management in 1994, after a career at Eli Lilly and Co. She also served as chief financial officer and vice president of human resources for Oatts Trucking Co., a family-owned business established during the mid 1980s.Oatts’ leadership, vision and professional experience has

made Nubian Construction Group one of the most successful of its kind in Indianapolis. This success includes projects for the Indiana Department of Transportation and the city of Indianapolis. As one of the most highly anticipated and coveted projects

in the state, Nubian joined the New Indianapolis Airport Landside Construction Management Team as a WBE associate construction manager and economic outreach consultant. Oatts’ company also was named construction manager of the Turner-Trotter joint venture team to provide construction management services at the Indianapolis Airport for capital improvement projects. Oatts’ business finesse put her in a prime position to become

the Minority and Women Business Enterprise outreach manager/partner for the Indiana Convention Center phase five project construction management team led by the Shiel-Sexton and Powers and Sons joint venture.The Indiana Wesleyan University graduate also is a leader

in the community. She is a board member of the Indianapolis Black Chamber of Commerce; the National Association of Women Business Owners, Indianapolis Chapter; and the Martindale-Brightwood Community Development Corp. She is also active with the Conference of Minority Transportation Officials, and the Indianapolis Circle City Links.In addition, Oatts’ personal platform encompasses youth

issues and helping the underserved. Educating youth and helping women fulfill their personal and professional aspirations are also is passion of hers. Oatts’ community service includes support of the ACE Mentor

Program; Oasis of Hope Dollars for Scholars; and the Center for Leadership Development. She has been recognized for her community service with numerous awards, such as the Indiana Black Expo Inc. Governor’s Award for Business and Entrepreneurship in 2008 and the Madame C.J. Walker Award in 2010.Oatts is an active member of Oasis of Hope Baptist Church.

She is married to Nathan Oatts Sr. and is the mother of three adult children and six grandchildren.

Transcending BusinessA look at four Hoosier women excelling in various fieldsBy Jessica Williams-Gibson

In a male dominated profession, Anita Sherman is an avant-garde and ambitions professional that has made her a managing partner of Greenwalt CPAs. Her appointment makes Greenwalt the largest Indiana-based CPA firm to be led by a female managing partner. Sherman has worked tirelessly and

fearlessly to reach such heights. She graduated with a Bachelor of Arts in accounting from Manchester College in 1979. She joined Greenwalt CPAs as a manager in 1985 and became a partner four years later. The Pennsylvania native went on to become the

director in charge of audit and other assurance services for Greenwalt, and in September 2010 was named president and managing partner.She is a member of the American Institute of Certified

Public Accountants (AICPA) and the Indiana CPA Society. She currently serves on the governing council of the AICPA future issues task force and has chaired numerous committees of CPA Associates International.Sherman’s accomplishments have garnered her

numerous awards, such as the Public Service Award from the Indiana CPA Society, the Public Service Award from the American Institute of CPAs and was named one of the Top 100 Most Influential Practitioners by CPA Magazine. In 2010, Sherman received Manchester College’s Alumni Honor Award.Sherman has defied odds amongst others in her field

but it’s her work outside of the office that paid off for her. If she’s not volunteering her time to the United Way, the Indiana Arts Council or her alma mater, Sherman is being a role model to young professional women. She formed Greenwalt CPAs internal mentoring program, developed the firm’s “best practices” for mentoring staff and is currently mentoring two female managers on the staff.

Carol Braden-ClarkePresident, United Way of Southwestern IndianaEvansville

Carol Braden-Clarke began her stalwart career as a television news photographer for seven years. Her career focus shifted when she served as a campaign director for nine years at

a United Way branch in Columbus, Ohio. In 1999, Braden-Clarke became president of the United Way of Southwestern Indiana, which serves Vanderburgh, Spencer and Warrick counties. Under the Eastern Illinois University

graduate’s leadership, the United Way of Southwestern Indiana has maintained a clear vision of working to improve lives by focusing its resources on education, income and health. This manifests itself in the Early

Childhood Developmental Coalition, which partners with the community to help prepare children to enter school ready to learn. United Way of Southwestern Indiana has also partnered with the Internal Revenue Service to offer volunteer income tax assistance to help Southern Indiana families with free tax preparation. Other financial measures includes

collaborating with the Evansville

Mayor’s Office and 15 financial institutions in an initiative called Bank On Evansville, a program designed to increase financial literacy. Braden-Clarke also ensures the public

that the United Way is responsive to the needs of the community through the agency’s providing of assistance to the local 211 information and referral service, which connects people to basic needs such as food, housing, and utility assistance.Braden-Clarke’s post allows her

to serve the community daily in ways that many cannot, and she still manages to dedicate much of her time to various causes in the Evansville area. She currently co-chairs the School Community Council Steering Committee, serves on the mayor’s education roundtable, homeless commission, Affordable Housing Taskforce, Urban League study committee, women’s equality day committee and is a member of the Rotary Club of Evansville.The Eastern Illinois University

graduate also is one of three committee members representing Evansville in Washington D.C for the America’s Promise 100 Best Cities for Youth Award. She has chaired the United Way Crossroads Conference and has been a presenter at United Way conferences and the National Coalition of Community Schools Conference and the Urban School Conference.

Betsy GreenePartner, Greene and Shultz Bloomington

Betsy Greene has led a dedicated career towards upholding Indiana’s law. She received her Bachelor of Arts and Juris Doctor degrees from Indiana University and was admitted to the Indiana State Bar in 1982. She has practiced before the U.S. Supreme Court, U.S. Seventh Circuit Court of

Appeals, U.S. Sixth Circuit Court, and U.S. District Court for the Northern and Southern districts of Indiana. Greene’s career steadily progressed in Monroe

County, where she joined Nunn and Kelley Law Office in 1988 and was a partner from 1990 until tapping into her entrepreneurial spirit to start her own firm in 2005. Greene and Schultz Trial Lawyers represents

those injured or killed by negligence. Greene has personally tried more than 90 jury trials in her career. She is a member of the Monroe County, Morgan County, Indiana State and Seventh Circuit Bar associations; Indiana Trial Lawyers Association; and the American Association for Justice, among other justice organizations. Greene also is the past president of the Indiana

American Board of Trial Advocates, Indiana Chapter (2005), and past president of the Monroe County Bar Association.Greene has been inducted into the Indiana Trial

Lawyers Association’s College of Fellows and is an emeritus director of the Indiana Trial Lawyers Board of Directors. She thrived in both the courtroom and classroom. Greene has worked as an adjunct professor at the Indiana University School of Law, where she taught trial advocacy. In 2009, Greene joined the faculty of the Trial Lawyers College and is a member of its board of directors. Greene approaches her job with purpose, which

is evident by her position on the board of directors of the Trial Lawyers College, a national nonprofit organization dedicated to training lawyers how to represent and obtain justice for the poor, injured and voiceless. The attorney’s colleagues have touted her success

as an attorney. Greene was named an Indiana “Super Lawyer” by Law and Politics Magazine. She was also amongst the top five percent of practicing Indiana attorneys in a peer review and evaluation process, and is continuously named to that list. In 2007 and 2008, she was selected as a Top 50 attorney in the state of Indiana by the same magazine.In her spare time, the wife and mother of two

daughters has run in 13 half marathons and three full marathons, the most recent being in Chicago in October 2010.

Women are continuously breaking barriers in multifarious fields of business. Their fortitude, experience and prowess have given way to many women shattering the glass ceiling and primed to play hardball in areas of business that are still considered boys clubs. The Indiana Minority Business Magazine salutes all Hoosier women during the month of March - Women’s History Month - and takes an inside look at women who are excelling in their field.

Anita ShermanManaging Partner, Greenwalt CPAsIndianapolis


“Which will be more valuable to you as you enter the business world, your intelligence, your connections or your attitude?” a professor asked a class of restless, ambitious college seniors one day shortly before graduation. Looking around for a showing of hands,

he continued, “How many of you believe your intelligence is what matters most to an employer?”A good number of students thrust

their hands into the air. He queried next about connections. Would prospective employers give students jobs because they knew the students’ parents or neighbors? Quite a few students raised their hands. But what about your attitude, the professor wanted to know? Will your attitude – your outlook and disposition – help you most in getting your foot in the door and staying? A few students said attitude mattered most. It was with them the professor agreed. Attitude. Attitude. Attitude. He wrote it several times on the chalkboard. Then he turned around to discuss with the soon-to-be members of the real world the importance of their sheer will and desire to do well. When you consider the workforce, he said, there are plenty of intelligent people there, and there are many people with connections. But the most successful people in any walk of life are those with the good attitude, he maintained, those who desire success and are willing to work hard for it.It was many years ago that I was a

student in that professor’s class. However, I remember the lesson as clearly as if it were taught to me yesterday. I had believed prior to the lecture that intelligence mattered most of all. Over the years, I have come to believe that while a number of factors are necessary for success, it is the winning attitude that is the most common denominator among happy and

accomplished people. A classic book that underscores the

importance of the tendency and orientation of the mind like no other is Think and Grow Rich by Napoleon Hill. First published in 1937, more than 60 million copies of the book have been sold worldwide. For his book, Hill interviewed hundreds of successful men, including Henry Ford, Theodore Roosevelt, Woodrow Wilson, Thomas Edison and John D. Rockefeller. It took him more than 20 years to research the characteristics of the successful men and determine what catapulted them to such greatness. Hill then devised 13 universal principles

that he believed could inspire any person toward a richer life. They are desire, faith, auto suggestion (feeding one’s mind positive messages), specialized knowledge, imagination, organized planning of one’s goals, decision, persistence, mastermind (working together with a dedicated group of people who share your goal), the mystery of sex mutation (having someone for mutual love and support), the subconscious mind, whereby one is able to visualize a successful goal, and, maximizing the use of one’s brain. Hill theorized that once a person masters the 12 principles, he achieves a new wisdom, or rather, the sixth sense.It was about five years after my

professor’s lecture that I learned who Napoleon Hill was. I viewed his philosophies as an extension of the professor’s. I was immediately attracted to Hill’s way of thinking and have since relied on the principles of Think and Grow Rich to inspire my personal and business life. In applying to graduate school, I recalled Hill’s teachings and prepared my essays and sat for my interviews believing in my goals.

His words became my personal doctrine: “Whatever the mind of man can conceive and believe, it can achieve,” and “Truly, thoughts are things, and powerful things at that when they’re mixed with definiteness of purpose, persistence and the burning desire for their translation into riches and other material objects.”During graduate school, I pictured

myself as a successful writer. Later, I worked as a journalist at several newspapers, including the Indianapolis Star-News. Invoking a can-do attitude, I was able to author seven paperback books during the past decade. When I lost my position as magazine staff writer due to downsizing, I again reflected on Hill’s teaching.He said, “Do not wait; the time will

never be just right. Start where you stand, and work with whatever tools you may have at your command, and better tools will be found as you go along.” I saw what could have been the

misfortune of unemployment as an opportunity to do something different. I started a publishing company. Recently, an entrepreneurial associate asked me to be a founding board member for his national organization, the Republic Foundation, which mentors teachers and develops urban student leaders.Today, as I help to lead the foundation, I

recall my professor’s lecture about attitude. I, again, reflect on how Hill’s teachings corroborate the instructor’s views. And I know that my own attitude is one of gratitude for having been exposed to such positive and powerful thinking.

Kelly is an author, publisher and founding board member for the Republic Foundation in Chicago.

What’s with the Attitude! Attitude! Attitude? By Joyce Kelly

Putnamville, a medium security prison near Greencastle, Ind., has undergone a metamorphosis over the past decade. What was once one of the most troubled prisons in the state has become, at least in one regard, a national model.

Last month, the Hoosier Environmental Council, the pre-eminent environmental organization in Indiana, awarded Putnamville its top honor: Environmental Organization of the Year.

A green prison? As counter-intuitive as it might seem, Putnamville has become a leader in recycling, composting, water and energy conservation, bio-fuels, and a host of other earth-friendly initiatives and, in the process, is saving taxpayers hundreds of thousands of dollars annually. Putnamville also illustrates an interesting phenomenon: some of the best environmental initiatives are currently coming from “top-down organizations” like the military and prisons, not institutions one normally thinks of as part of the environmental movement.

For its first 70 years, Putnamville was a minimum-security prison farm with a large dairy and several thousand acres of orchards and gardens maintained by the inmates. In the 1980s, it was transformed into a traditional medium security prison with few inmates allowed outside of the concrete heart of the prison. Over the past few years, however, Putnamville has begun to shift back toward its roots. The most obvious signs are a program to rehabilitate retired race horses and the razing of an old, unused building on the main compound, which will make space for a garden.

Less visible, but just as important, more and more acres at the prison are being planted each year in natural wild flowers. The seeds are used by Indiana Department of Transportation (IDOT) for planting along roadsides and rest parks. Wild flowers not only beautify highways and interstates, they also reduce the need for mowing, which in turn decreases greenhouse emissions and saves the state money.

Several years ago, under the inspired leadership of staff member Bob Dixon, the prison embarked on an ambitious

composting program. All food scraps are composted, of course, but so is waste from the horses, human sludge waste from the prison’s waste water treatment plant, leaves, plants and ground-up wood waste from storm clean-up at the prison and surrounding communities. Long rows of decomposing compost are carefully turned and monitored by a crew of inmates until they become high-grade pure compost, which is used in the prison’s greenhouses, state war memorial flower beds and other state institutions.

With a goal of zero waste going into landfills, all cardboard, plastics (soft and hard), aluminum cans, and paper from Putnamville and other prisons around the state are baled and sold. Metals are sorted, separated, and prepared for salvage, before they, too, are sold. Items like Styrofoam that cannot be recycled are being phased out. That is good for the environment, but also good for the prison’s bottom-line. In two years, the sale of recyclable items has netted $150,000, while landfill costs have plummeted by $70,000.

Most institutions today recycle, but rarely to the extent that Putnamville does it. Partners in this effort are teams of inmates working in the housing units and in the recycling center, many of whom are enrolled in a U.S. Department of Labor apprenticeship program through which they will earn recycling certification. According to physical plant director Michael Callahan, “We have empowered them to get on board with this. They are motivated and enthusiastic.”

Putnamville also has succeeded in dramatically reducing water and electricity use. All lighting fixtures throughout the facility have been retrofitted or replaced and all water faucets, shower heads, urinals, and toilets have been equipped with water saving devices. The prison is now saving a quarter of a million gallons of water per day.

Until a few years ago, the prison was heated with natural gas and fuel oil. A newly installed biomass boiler produces steam all year round from scraps left over from the prison’s pallet shop operation and other waste wood supplied by local

trash haulers. (Callahan notes that boiler is not an incinerator but instead will only burn non-painted, untreated wood used in construction.) Meanwhile, the steam distribution system throughout the facility has been upgraded to achieve the highest level of efficiency. In the first two years, the biomass boiler has saved the prison $1.25 million.

Putnamville is not the only green prison. Washington state is the national leader with many of its buildings Leadership in Energy and Environmental Design-certified, a full-time prison sustainability director, and a host of sustainability projects emphasizing prisoner involvement and initiative. Other prisons scattered throughout the nation have developed environmentally-friendly practices, usually in an effort to cut budgets, but often with considerable enthusiasm and support by staff and inmates for the goals of reducing greenhouse emissions and protecting the environment.

Top-down organizations like prisons and the military enjoy considerable advantages in shifting to sustainable practices. They can, after all, order their members to put recyclables and food scraps in the right bins and turn off lights. They have plenty of manpower to undertake unpleasant tasks such as sorting through garbage. Each prison and military base is a small city, with its own energy, water and waste systems, and economies of scale. Changes in policy need not be aired with residents, nor votes taken. In addition to these advantages in implementing sustainable policies, such institutions also have the opportunity to reach out to two groups of individuals not normally thought to be part of the environmental movement – soldiers and prisoners.

Of course, the only way to truly lessen the environmental impact of prisons would be to build – and fill – fewer of them. In the meantime, it is fitting to applaud the work of the men and women of Putnamville prison, Indiana’s Environmental Organization of the Year.

Kauffman is an instructor at Depaul University in Greencastle.

By Kelsey Kauffman

No kidding: A Green prison


time from months to weeks. NMHIC was recently awarded a contract, in collaboration with the Centers for Disease Control and Prevention, to enable electronic reporting of immunization records to the New Mexico immunization registry.Decades ago in the banking industry, there were

many hurdles such as competitor banks did not want to: (1) share customer account data, (2) invest in expensive capital equipment and (3) train employees on the new technology. The same types of obstacles exist for EHR. One of the problems, which is currently being resolved, a re new state health insurance portability and accountability action rules regarding obtaining patient consent, enhanced security and privacy of health data. State laws are different from the current federal laws. There are more hurdles that still need to be

overcome, such as finding more local community partners willing to invest after federal seed money has been used. In addition, more philanthropic grants and more incentives are needed for small and rural physician practices to afford the HIE data transformation.For more information on the Medicare and

Medicaid EHR Incentive programs and health information technology, see:http://www.cms.gov/EHRIncentivePrograms/http://healthit.hhs.gov/portal/server.pt/community/

healthit_hhs_gov__policy_meetings/1813#UpcomingThere will be many opportunities for

entrepreneurs and small businesses to assist regional HIEs, small and rural medical practices practices. A wide variety of jobs (medical coders, computer programmers, computer consultants and computer security positions) will be created. Job creation and economic benefits will accrue to each state’s citizens and move states closer to the goal of quality health care for all at affordable prices, especially to those living in rural areas and those whose health is most at risk.

Hodge is an Indianapolis professional medical writer who is currently on assignment in St. Louis, Ill.

One of the most significant technological advances of health care reform is electronic health records (EHR). EHR was enacted by the passage of two laws, Health Information Technology for Economic and Clinical Health Act or HITECH in 2009, and the Health Care and Education Reconciliation Act in 2010.HITECH will enable technological health care reform. The

transformation from the costly manual, time consuming paper-based record system to the cost effective and fast EHR system will drive down health care costs in America. EHR will allow more accurate and complete record keeping, reduce redundancy and create more tools for physicians to make better and quicker health care decisions.The ultimate goals are for the health care industry to

undergo continuous improvement like other industries (automotive with Ford and Toyota and electronic with Motorola) to achieve cost savings, improve quality and patient safety.

Under the current paper-based system, a patient has to:

• Obtain his/her previous health history records from multiple physicians, hospitals and laboratories (a very difficult and time consuming process).

• Write his or her health history for each new physician, such as referrals to specialists and each new entry into a hospital.

• Rely on the patient’s mental capacity (when involved in an emergency, such as after a serious head injury).

• Endure expensive, redundant testing such as repeat tests (blood, urine, MRI and X-rays).

• Suffer the consequences from incomplete and illegible health records, such as misspelled names of prescription drugs.Patient safety is an important benefit of EHR. Medical

errors are a serious and expensive consequence of using

outdated, manual systems. Every year, there are 1.5 million victims of hospital errors and 7,000 people in the U.S. die from medication errors. EHR will also help prevent patient misuse of the health care system by curtailing fraud and abuse activities such as “doctor shopping” to acquire additional prescriptions for pain killers and the conversion of legal drugs to illegal drugs.This shift in technology is similar to the introduction of

electronic record sharing of individual account data to enable banks to offer ATM services. Prior to electronic banking, customers had to do all of their transactions in person or by mail, mostly at local banks in paper and there were delays in fund availability due to the paper-based system.In 2004, New Mexico took a leadership role with the

creation of the New Mexico Health Information Collaborative (NMHIC) using federal funding and community matching funds. The purpose was to create one of the first Health Information Exchanges (HIE) to connect doctors to electronic patient information located in different medical care organizations across the community. This was accomplished th rough a secure, web-based por ta l that replaced communication by phone, mail or fax.In 2009, New Mexico Gov. Bill Richardson designated

NMHIC as the state’s HIE for federal stimulus money. Richardson said, “New Mexico is a frontrunner in the use of health information technology and I see the adoption of electronic medical records and health information exchanges as cornerstones in my vision of health care reform.”NMHIC has continued to expand by developing interfaces

to health care data providers’ clinical systems throughout the state. The first production pilot began with the New Mexico Cancer Center at the end of 2010. A Social Security Administration project has developed the technology to send EHRs from health providers, with patient authorization, to the SSA to streamline the processing of disability claim requests. The goal is to reduce the disability claim processing

Health care reform and electronic health records By Aleta Hodge

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evansville professionals enjoy the day at eagle Valley golf course for the southern District Golf Outing.

former secretary of state Madeleine albright visits the indianapolis Museum of art for an exclusive media tour of “read My Pins: the Madeleine albright Collection.” some of albright’s unique pins are associated with important world events, others were gifts from international leaders or close friends.

Gov. Mitch Daniels visits a manufacturing facility in Zhejiang Province, China in hopes of bringing educational, cultural and business opportunities to indiana.

Mayor Ousmane simaga (right) of ségou, Mali travels to indianapolis to meet Mayor Gregory a. Ballard.

indiana university’s african-american arts institute presents its annual “a Potpourri of arts in the african-american tradition.” Potpourri was created to bring together a diverse range of african-american performace styles. Pictured are the african american Choral ensemble, iu soul revue and the african-amerian Dance Company.

indiana resident, Kanwal P. singh visits the sikh arts and film festival at the Dodge College of film and Media arts at Chapman university in Orange, Calif. the festival was held to remind the community how far the sikh american community has come in recent decades in its efforts to showcase the sikh arts, culture, and creativity in the u.s.

Carlos J. Ovando is named the 2010 recipient of the Distinguished Latino alumni award by the La-tino alumni association, an affiliate group of the indiana university alumni association.

58 INDIANA MINORITY BUSINESS MAGAZINE FIRST QUARTER ’11 www.IndianaMinorityBusinessMagazine.com 59www.IndianaMinorityBusinessMagazine.com FIRST QUARTER ’11 INDIANA MINORITY BUSINESS MAGAZINE 5958


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