THE HUDSON VALLEY’S BUSINESS WEEKLY NOVEMBER 26 - DECEMBER 9, 2012

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IN THIS ISSUE

ON TOPIC:

The New American Workplace

pages 13- 15

Cash is King...If It’s in Your pocket!

Page 3

Tap Into the Power of Thanks

Page 4

“Working From Home” (review)

Page 7

How Will “Black Friday” Figures Impact the Economy?

Page 8

Combing Good Works With Good Business

Page 13

BY Debbie Kwiatoski

When Gunther Fishgold decided to buy a pallet of organic cashews to roast and resell over a decade ago, he really didn’t expect to go full scale into the wholesale organic nut and granola business. Mainly, he saw the foray into that world as another revenue stream to help support the organic vegetable farm and bakery he owned in the Finger Lakes region. But the orders for the organic, freshly roasted nuts came pouring in from retailers around the northeast and the enterprise grew.

Tierra Farm’s shop stocks the hand-cra"ed specialty nut, #uit and seed products created in sma$ batches by folks like Chris Chittick

Tierra Farm Creates a Fresh Approach to “Soul Food” ....180 Kinds of Certified, Organic Nuts, Seeds and Coffee

THE HUDSON VALLEY’S BUSINESS WEEKLY NOVEMBER 26 - DECEMBER 9, 2012

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In three years, what was essentially conceived of as a side venture, with three employees, was taking in $300,000 a year in revenue. Today, Tierra Farm (Spanish for “earth”) is a thriving $10 million a year purveyor of certified organic foods, snacks and now coffee, employing 44 people at the company’s headquarters in Valatie, Columbia County. “Our business is growing every year,” CEO Darren Grout explained, adding that Tierra Farm’s emphasis on creating unique, hand-crafted products from high quality certified organic base raw foods -things like fair trade, shade-grown coffee from the farms of independent growers in Columbia and Guatemala; cashews, almonds and cacao beans sourced from small growers around the world. So far, production team produces some 180 different variations of nuts, granolas, dried fruits and coffee....some spiced, some sweet, some salty; dipped in chocolate, twirled in organic honey or tumbled and baked with maple syrup....and the list just keeps on growing. “Anybody here can suggest a new flavor combination, “ employee Chris Chittick, explained. “ And we’ll try it out. Sometimes they work, we like them and we try them in production...sometimes, not so much.” But keeping the creative spark high in everyone, from the roasters to packers to the folks staffing office is one of the secrets to keeping Tierra Farm products consistently fresh and interesting to consumers, said Grout. At the heart of the company ethos is the concept that “small is beautiful” and “sustainable is imperative.” Beyond the dry roasting and the water-based spice mixes is a small batch mentality which keeps the quality high on even the largest wholesale orders. “It also allows us to turn on a dime. If a client needs something special or different,” said Grout. “We can do it easily. whether it’s a packaging change or a product thing.” The commitment to sustainability goes beyond the sourcing of raw materials and the hand-crafted production style. Batteries of solar panels stand sentinel in a nearby field, for example. The operation itself is now 85% off the grid and the company’s goal is to one day make that 100%. “We like to talk about ‘keeping it real,’” Grout explains. That company philosophy can mean anything from hiring an in-house chef to cook free, organic lunches for the entire crew to offering a robust benefits package that includes a 401k plan, excellent health

insurance benefits, profit sharing and even a legal assistance program. In the summer, when temperatures on the production floor can run into the triple digits by the afternoon, employees can come in far earlier and get their work done before it gets too hot to work....whatever it takes to keep everyone productive, said Grout. “A lot of work gets done here,” he added, “but we try to have really good time doing it.” While most of the Tierra Farm products find their way into health food stores, co-ops and specialty shops around the country, products can also be purchased online at www.tierrafarm.com . This past year, a retail shop was also opened at their headquarters on Route 203 in Valatie. Shop hours are 9:00 am - 5:00 pm, seven days a week.

Tierra Farm’s Fresh Approach to “Soul Food” continued from page 1

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Hudson Valley Business Digital

Publisher/editor.....Debbie Kwiatoski All Inquiries: debhvbj@gmail.com

Contributors... Katherine Kocijanski, Terri Schlichenmeyer, Ken Mahoney, John Graham, Ken Mann, Debbie Kwiatoski, Todd Patkin

Copyright 2012

All Rights Reserved

Volume 1, Issue13

By Ken Mann

Cash flow is the lifeblood of business. If you fail to have enough cash to pay your suppliers, creditors, or your employees, you're in danger of going out of business.

For several years, I was the treasurer for a not-for-profit organization. Each month prior to the board meeting, the president would go online and check the balance in the bank account and then would start talking about ways to spend all that money at the meeting. Unfortunately, every month the president did not consider the outstanding checks that were already written but not yet cleared. Cash flow management is not just the bank account balance - you can have a lot of money in the bank, but be in financial ruins.

Another misconception is equating a business’s profit to its cash flow. It's possible to show a healthy profit at the end of the year, and yet face a significant money squeeze at various points during the year. A profitable company can fail because of a shortage of cash.

Cash Flow is defined as simply the movement of money into and out of your business. Cash Flow Management is the analysis of money in and money out – making sure it comes in and is there when needed, and works for you and goes out to your advantage when not needed. Put another way, your goal is to delay outlays of cash as long as possible, while encouraging anyone who owes you money to pay it as rapidly as possible. There are many strategies to help accomplish this goal.

A business that is properly managing its cash flow can answer these questions:

• How much cash does my business have?

• How much cash does my business need to operate, and when is it needed?

• Where does my business get its cash, and spend its cash?

• How do my income and expenses affect the amount of cash I need to expand my business?

When planning your cash flow management, keep in mind the following thoughts:

• Cash is a tool.

• You want to get in more cash more quickly.

• You want to maximize the use of cash to make more cash.

• Anybody can spend money, and we have plenty of people around us to help us do it!

A great exercise for your business is to predict and project your cash flow several months out. Doing this allows you to determine your future needs for cash before the needs arise. A great suggestion for this exercise is to use low, conservative figures for IN items and use high estimates for OUT items. Keep in mind – this is a plan – an educated guess. It is not cast in concrete or immovable! As things change in your business, update your plan. And resolve to always stay on top of your cash flow.

Cash is King …If It’s in Your Pocket!

continued on page 10

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By Todd Patkin

In so many organizations, employees go through their days assuming that their coworkers, and especially their bosses, don’t notice or appreciate all of the hard work that they do. And if that’s the way they feel, employees won’t have any true motivation or dedication, and productivity will be mediocre at best.

In the midst of an already-tough economy, this is the absolute last thing you want for your organization. In a very real way, tapping into the spirit of Thanksgiving can tip the balance between success and growth and stagnation and failure.

If you’re a leader who wants to harness the power of thanks (or even an employee who wants to start a grassroots movement), read on for six how-to tips:

Always say “thank you.” By taking a few seconds out of your day, you will improve another person’s mood, day, and productivity level. You’ll also be making yourself more approachable and likeable, and over time your team will begin to relate to you more positively. Actually, I have found that consistent and heartfelt recognition—when it is deserved, of course—is a better long-term motivator than money.

Take intent into account. I often tried to show my employees just how much I appreciated them by sending high achievers to sports games, highlighting various employees in company newsletters, planning company parties, etc. Sometimes those plans were well received; other times they weren’t.

Inevitably, there will always be someone who says, “Gosh, the food at this party tastes horrible,” for example. I’m bringing this up because you need to remember that despite negative feedback, showing gratitude is always the right thing…and the majority of non-complainers probably loved your gesture.

Start being more open. If you’re a leader, constructively tell your people how they can improve their performances. If you’re a team member, be proactive about asking your coworkers and boss how you’re doing and how you can get better at your job. And no matter what your position is, learn how to receive constructive criticism.

Tap into the Power of Thanks: Six Effective (and Affordable) Ways to Improve Your Organization’s Morale, Motivation, and the Bottom Line

Showing others that you care enough to either help them or to improve yourself is a form of gratitude, because you’re demonstrating that your team is worth the investment of your time, energy, and advice.

Learn to graciously accept thanks. How you respond to appreciation is also important. If you brush off compliments or ignore expressions of gratitude—even if it’s because you’d rather stay out of the spotlight—you’ll eventually stop hearing “thanks!” altogether, and you’ll be discouraging the person complimenting you from reaching out to others in the same way. Whenever someone thanks you or notices something positive about you, try to truly engage with them and let them know that their words have been meaningful.

Keep the gratitude going outside of your organization. Thank your customers or the people you serve for choosing your organization, and for trusting your team with their money, health, products, or publicity, to name a few examples. This is something that many clients don’t hear, so when they do, their loyalty to your company is strengthened. You might also consider offering discounts,

continued on page 9

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By John Graham

Perhaps even more than the lure of money, optimism dominates the entrepreneurial mind. Whether it’s well grounded or not, every business enterprise is fueled by it. “During the Great Recession, more Americans have become entrepreneurs than at any time in the past 15 years,” states the Kauffman Index of Entrepreneurial Activity. Even with the nation’s economy in a persistent slump, more individuals opted for business ownership. As history tells us, many of these fledgling enterprises will fail. Yet, even taking the step to “go out on your own” is an act of incredible optimism, particularly since others often talk about “going into business” but never act. It shouldn’t be surprising that any talk about a downside is intolerable to the entrepreneurial spirit. Optimism trumps all challenges, including recessions. While a positive attitude is essential in business, ignoring the downside can spell trouble and even worse –– and the best way to avoid crises is to head them off before they take their toll. Even more to the point, failing to think about the unthinkable is not a plan. Halloween, as we all know, has become the nation’s second biggest holiday event. In 2011, the Massachusetts-based 54-store retailer, iParty, was more than ready, having rented extra space in malls. Then came a major storm that wrecked sales. Having gone through this devastating experience, it was somewhat surprising that the retailer was not better prepared for Halloween 2012 when hurricane Sandy wiped out sales. Although management evidently considered buying business interruption insurance, it dropped the idea due to the cost, as reported by The Boston Business Journal. CEO Sal Perisano said they “hoped lightning would not strike twice.” The company’s future remains in question. One of the best ways to think about the unthinkable is to ask “what if” questions. Here are a dozen worth considering.• What if we outlive our value? It can and does happen. Even though we see it in other enterprises, we have great difficulty in recognizing it in ourselves. While a “nothing can

stop us” attitude is both commendable and useful, it’s easy for companies to blind themselves to a creeping loss of relevance. It’s prudent that every business ask, “What should we do to make sure we never outlive our value?”• What if we drag our feet with technology? It seems as if the vast majority of small- to medium-sized businesses are close to clueless about their customers. They act as if customer data is unrelated to their success, let alone their continued existence. Even though they may accumulate customer data, they’re totally ignorant of how to take advantage of it and leverage technology to better target customer preferences, buying cycle stage and sales opportunities. In effect, they send an unavoidable message: “We don’t care about our customers.”What these businesses don’t “get” is that customers know when they are being ignored and taken for granted. • What if a new competitor moves in on us? Between believing “nothing can stop us” and failing to probe the competitive landscape, it’s easy to be blindsided, to wake up one morning and say, “We have a problem.”Staying on the offensive is critical, but having a defensive strategy is equally important. Getting caught off guard can lead to negative consequences.• What if we lose a major supplier? You may think certain vendors love you. Perhaps. But just remember: “Love is blind.” Far too often, businesses see what they want to see –– and then it’s too late. Nothing is forever, so make sure your options are always lined up.• What if we don’t know what we don’t know? Businesses are often “closed systems,” more akin to “solitary confinement” than they are to classrooms. Employees know the topics that are “off limits” to open discussion, while “impenetrable walls” guard against the threat of fresh ideas.In it such a stultifying atmosphere is it any wonder that companies fail to meet new challenges and opportunities?• What if a key person leaves? Count on it because it always happens. It will be the one who’s “indispensable,” the one “we can’t do without.” But that actually may be the person who specializes in maintaining the status quo, who impedes change, who makes it difficult for the business to make the right moves.

Stop Business Crises Before They Create Havoc

continued on page 9

THE HUDSON VALLEY’S BUSINESS WEEKLY NOVEMBER 26 - DECEMBER 9, 2012

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THE HUDSON VALLEY’S BUSINESS WEEKLY NOVEMBER 26 - DECEMBER 9, 2012

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OPINIONThe BookwormBy Terri Schlichenmeyer

You ate dinner in front of the TV last night.It wasn’t because there was something good on. No, you balanced your plate on your lap and took careful bites because you’ve been working from home lately and the table is full of job-related things. Working from home saves you time and money and you’d love to make it permanent. You’re not

sure, though, how to convince the boss that your two-minute commute is in his best interests, but if you read “Working from Home” by Jane Jerrard, you’ll get some ideas. Jammies and slippers. That’s what a lot of people imagine when they think of working from home. Feet up, PJs on. “…the reality,” says Jane Jerrard, “is that working from home is not all free time and cozy flannel.” You may not have much discretionary time at all. Work hours may be much longer, but productivity may be higher. That’s perhaps the biggest reason why

employers are increasingly allowing staff to work remotely: research shows that productivity goes up 27%, unscheduled absences are cut by more than half, and attrition is lowered when employees work from home. It also benefits employees by saving money on commutes and clothing and lowering stress. Okay, so you’ve convinced the boss. Or maybe you’ve decided that you want to be the boss, so you’re starting your own business. Now what?First, are the distractions at home kept to a minimum? Are there limitations on your availability at home? Are you someone who thrives by working individually? And do you have a dedicated space from which to work? Once you’ve ironed out all the details and have set up a home office, remember to avoid the “Three Danger Zones.” Stay motivated, says Jerrard, stay professional, and stay connected. Use a good calendar to keep focused. Dress the part, even if you don’t need to. Communicate with on-site co-workers and catch up on the gossip. If you’re self-employed, know your local codes and laws. Formalize your business and familiarize yourself with IRS rules. Have a good lawyer, good insurance, and a good security system. Plan for growth, and for the day you decide to call it quits. As a work-at-homer, I’m always looking for great ideas. I’d hoped to find something fresh here, and I did – but not much. In “Working from Home,” author Jane Jerrard starts at the rock-bottom beginning, and that’s good – but it’s also very, very basic. For job-seekers, she explains how to find a position that allows for remote work and how to set up and behave in a work-from-home situation. Then she explains what one would need for self-employment. Again, that’s great but it’s also rudimentary, brief (given the small size of this book), and not so helpful for someone with experience in business. This isn’t a bad book. I think it’s perfect for a young, inexperienced, eager overthinker who’s dying to be entrepreneurial. But if taking work home with you is nothing new, then “Working from Home” is something you’ll want to table – permanently.

“Working from Home” by Jane Jerrardc.2012, Huron Street Press $16.95 / $21.95 Canada 160 pages

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OPINIONKen MahoneyHow will ‘Black Friday’ results impact the economy?

Equities ended the abbreviated week on a bullish note – with the S&P 500 having its second best week of the year – boosted by positive retail sales estimates and upbeat economic reports out of Europe. For the week, the S&P 500 gained 3.62%,

the Dow gained 3.73%, and the Nasdaq gained 3.99%, erasing some of the losses we saw in previous weeks.2

Although the holiday shopping season is just beginning, early information suggests retailers can expect a good showing this year. A recent consumer survey by Deloitte suggested that shoppers would spend an average of $286 over the holiday weekend, which is a 28% increase over a similar survey last year. Additionally, the National Retail Federation forecasts holiday sales to grow 4.1% over last year. This is good news for retailers, who expect to make between 40-50% of their profits during the holiday shopping season. 3 Hoping to goose the start of the shopping season, some retailers began offering Black Friday deals on Thanksgiving Day. Interestingly, the promotional push may have stolen sales from Black Friday itself. However, if Thursday’s numbers are added to Black Friday, stores still saw a total increase in sales of almost 1% over 2011, and store visits increased 3.5%, indicating that consumers are feeling confident and want to spend money.4

The fiscal cliff is still very much on everyone’s minds, and despite reassuring jawboning by lawmakers, we don’t know how likely it is that we will see a resolution

by Christmas. Federal Reserve Chairman Ben Bernanke fanned the flames during a speech last week by commenting that if a resolution is not reached, the U.S. economy will slide into recession. If that were allowed to happen, he does not believe that the Fed has the tools needed to help and that the economy would be on its own.5 While this isn’t a happy thought, it’s clear that Bernanke is using his bully pulpit to push lawmakers into action. His message is clear: “Make it happen, or you’re on your own.”Monday of this week is widely known as “Cyber Monday,” the largest online shopping day of the year. As workers return to their desks after the long holiday weekend, many are still in shopping mode, and retailers offer online specials to lure them away from brick and mortar stores. It will be interesting to see if Cyber Monday numbers are as encouraging as Black Friday’s. Also this week, analysts will be turning their attention to the state of economic reports being released, including GDP, employment data, and consumer confidence.

Ken Mahoney is the president of Mahoney Asset Management. He can be reached at: www.smartinvestors.com

KEN’S HEADLINES:iPad and iPhone dominate Black Friday online shopping. IBM found that 24% of online shoppers used mobile devices, compared to 14.3% in 2011. The iPad was used by 88.3% of tablet shoppers.6

Greece closer to aid deal. After several days of bargaining and politicking, Europe’s leaders are moving closer to a new bailout deal for Greece. The IMF has agreed to relax its debt-cutting targets for Greece, meaning the country may not be forced to adopt additional austerity measures.7

Chinese manufacturing numbers are up. After seven consecutive months of slowing, an important manufacturing index is up as factory orders pick up. Since manufacturing forms a large part of the Chinese economy, this could indicate that the world’s second-largest economy might be recovering from its slump.8

Oil prices surge on Israel tensions. Oil prices rose above $88 a barrel, on increased tensions in the Middle East. A brewing fight between Israeli forces and Gaza separatists is causing supply worries, pushing up the price.9

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When the indispensable person makes an exit, the door of opportunity opens wide.

• What if our market changes? Acknowledging change is like pushing a boulder up a mountain, particularly when it involves critical business issues. It isn’t easy. GM did it for decades and Research in Motion had to hit the ropes before admitting they were faced with a life threatening problem.• What if we have a serious problem that impacts our customers? Plan on it. It will occur. That’s why having a plan ready is absolutely necessary. And, by the way, denial is not a plan, neither is trying to put a “spin” on it or hiding from the media –– “no comment” doesn’t make the cut. That leaves one option if you want to be viewed as credible and put it behind you as quickly as possible: being candid and clear, i.e., tell the truth. It’s the stuff of which trust is made.• What if marketing and sales don’t get along? Unfortunately, “sacred silos” are alive and well when it comes to marketing and sales. In a recent Corporate Visions survey, two-thirds of the responding companies “struggle” with collaborative efforts between marketing and sales.One solution for overcoming this pervasive problem may be marketing automation technologies that allow flexible, response-appropriate actions based on where the customer is at the moment so data flows seamlessly from marketing to sales and vice versa. • What if your largest customer leaves? It may be closing its doors, being sold or moving to a new vendor. Whatever the cause, it can instantly raise doubts among employees who fear for their jobs.

The effects often extend to customers and other business relationships.Many businesses seem to rely on keeping their fingers crossed when it comes to the unthinkable rather than asking themselves a serious question: What steps should we be taking to mitigate the effects of losing a large customer? • What if we drop the ball or mess up a customer’s order? Let’s be clear: an excuse is the last thing a customer wants to hear when this happens. Right? Yet, we continue making excuses rather than offering explanations that make clear what we’ll do to assure customer satisfaction.• What if we get a negative online business review? It can happen to any business today, not just restaurants and plumbers. And the smartphone is driving it. Consumers can “do it now” before anger cools. If you have good reviews, a poor review should not be a problem. Customers are suspicious of 100% great reviews. One negative is understandable since you can’t please every customer every time. The key is to monitor sites regularly so there are no surprises. While every business is faced with overcoming challenges, avoiding unnecessary damage is more than worth the effort to think about the unthinkable. Ironically, focusing on the “what if” questions may be the path to getting over the hurdles and reaching your company’s objective.

John R. Graham of GrahamComm is a marketing and sales consultant and business writer. He publishes a monthly eNewsletter, “No Nonsense

Forstall a Business Crises continued #om page 5

coupons, or promotions to show customer appreciation.

Use gratitude to reinforce stellar performances. Using gratitude to shape your team’s habits and priorities can be every bit as valuable as training programs and industry conferences…at a fraction of the time and cost.

Whenever I saw an employee going out of her way to make sure that the product a client purchased was the best possible value, I thanked her for doing it. If a store manager made a mistake and came clean to me about it, I thanked him for that, too. Never forget that whatever you acknowledge positively will be repeated.

Throughout my years of leadership, I became more and more amazed by just how strong the power of thanks really is. Gratitude is an amazing motivator, it strengthens employee and customer loyalty, and it really can allow you to see a positive change in your company’s bottom line. And especially in today’s not-so-stellar economic environment, it’s extra-important to give your people something to be positive about and thankful for.

continued #om page 4

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Finally, here a few tips to help in monitoring your business’s cash flow:

• Keep your business funds/records separate from your personal funds/records.

• Reconcile your bank account when your bank statement is received.

• Account for all receipts.

• Match invoice to purchase order.

• Never use money withheld for payroll taxes or sales taxes for other purposes.

Remember, cash flow and proper cash flow management, is crucial for every business. Make it a priority to ensure you know how cash is being managed in yours.

Ken Mann of Freedom Financial Solutions is a certified Professional Bookkeeper – a Profit and Growth Expert. Ken works with small business owners, helping them in tax reduction, increasing profits and optimizing cash flow. Ken can be reached at ken@freedomfs.net or (845) 297-8421.

Cash is King, If You’ve Got Some continued #om page 3

December 10 marks Human Rights Day and the Orange County Human Rights Commission, in collaboration with SUNY Orange and the Orange County Arts Council, will be hosting a Celebration of Human Rights art exhibit displaying the work of high school juniors and seniors. “An Artist’s Response to Human Rights” invites 11th and 12th grade students from Orange County high schools to submit an original work of art depicting any one of the 30 Articles of the Universal Declaration of Human Rights. Pieces will be on display at the SUNY Orange Middletown and Newburgh campuses.

The goal of the art exhibit, which is being co-chaired by Human Rights Commissioners Kathleen Francese and Fred Cook, is to raise high school students’ awareness of the importance of human rights. “The Universal Declaration of Human Rights is focused on promoting human dignity, non-discrimination, equality, and fairness and applying those values to all people, at all times,” said Commissioner Francese. “We hope teachers will use the art exhibit as an opportunity to share and explore these values with students and encourage them to express them in their own way.”

“An Artist’s Response to Human Rights” is open to any high school junior or senior attending school in Orange County. All submitted pieces must be

original and created in 2012; any medium will be accepted as long as the piece can be safely exhibited. Submissions must be made to school art teachers no later than November 28. A complete list of exhibit rules and the submission application are available on the Human Rights Commission page of the Orange County website at www.orangecountygov.com or by contacting 615-3680 or humanrights@orangecountygov.com.

Autumn Eberling, a student at Washingtonville High School, shows off “General Vulpes” the ceramic puppet she created in class to represent one of the Articles of the Universal Declaration of Human Rights. The class project was inspired

by the work of artist and activist Jim Henson.

International Human Rights Day Marked by OC Human Rights Commission

THE HUDSON VALLEY’S BUSINESS WEEKLY NOVEMBER 26 - DECEMBER 9, 2012

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THE HUDSON VALLEY’S BUSINESS WEEKLY NOVEMBER 26 - DECEMBER 9, 2012

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Philosopher Charles Darwin once said, “It is not the strongest of the species that survives, nor the most intelligent, but the one most responsive to change.” Even though he was not referring to business strategy or customer service, this concept applies nicely to both. It is indeed essential for any business to hear what their customers are saying about their product or service, and adapt accordingly.

In your day-to-day job function as a healthcare marketer, how often do you ask yourself, “Are my efforts effective?”

We believe it’s critical to systematically ask this through customer satisfaction surveys. While you may not think customer service is in your job description, listening to your customer is probably the most basic, yet effective, mechanism to improve results. Validating exactly what’s working and what’s not is paramount.

The physician’s office is a pivotal customer in almost any healthcare marketing endeavor, and the world of patient recruitment for clinical trials is no different. In order to bring a new therapy to market, pharma needs physicians to conduct clinical trials and champion patient participation. If they want to accelerate patient enrollment for these trials, they need efficiency at the doctor’s site.

For patient recruitment campaigns, we want to know:

• Am I providing sites with the tools necessary to enroll patients rapidly?

• Are they motivated to enroll in my research study and keep it top of mind?

It is always best to have personal relationships with all the study coordinators, the staff at the physician’s office primarily responsible for the day-to-day operations of a clinical trial. By fostering open dialogue throughout the study, coordinators can share feedback about progress, and we can provide additional resources or information to help make their job easier.

In addition to one-on-one feedback, utilizing standardized online surveys can provide a more organized and official process to gather feedback. We’ve also found that when respondents can remain anonymous, it gives coordinators an avenue to provide true criticism they may otherwise be timid to

offer.

The survey tool is easy for project managers to administer and study coordinators to complete. We have found that deploying at three key points, pre-, during and post-enrollment, is most effective, and typical compliance is in the 85-90% range. Specifics vary by study, but typical questions may include:

• Pre-enrollment: Preferred method of communication; best time to contact

• During enrollment: How do they feel about our frequency of contact with them, and the pace and quality of patient referrals from outreach

• Post-enrollment: How successful was the recruitment program and what impact did it have on enrollment?

Each of these times during the study’s progress is a perfect opportunity to understand exactly what’s happening in the physician’s office. The program can be adjusted as needed to improve overall campaign results.

Some organizations in the patient recruitment space don’t want to solicit coordinator feedback for several reasons:

1) They feel that they’re asking the coordinators to do too much.

2) They don’t want to solicit negative feedback.

With regards to the first point, we understand study coordinators are busy, but we want to help. If they’re feeling overwhelmed from too many referrals, if they aren’t receiving enough referrals from the outreach, or if they are unclear of their responsibilities in the campaign, we need to know that in order to improve the campaign.

Here are a couple of suggestions to minimize workload and ensure survey compliance:

• Keep it short—a survey should be 5-10 minutes at most

• Be judicious as to when you solicit coordinators—Identify upfront those times during the campaign that would be most helpful to collect feedback

• Communicate survey results with respondents◦ Identify changes made as a results of their

Giving Your Customers a Voice

continued on page 15

THE HUDSON VALLEY’S BUSINESS WEEKLY NOVEMBER 26 - DECEMBER 9, 2012

" PAGE 13

ON TOPIC: The New American

Workplace

BY Katherine Kocijanski,

Local insurance consultation company, Birchyard, LLC, has decided to become a part of a new charitable venture. Joining Coastside Land Trust, the organization has pledged a generous donation to help with the adoption of goats.   Why goats? The animals are used to help maintain the coastal scenery in a more environmentally conscious matter. By partnering with the Coastside Land Trust, Birchyard has gained the opportunity to help preserve the open space environment and rich resources of the Half Moon Bay area and the San Mateo County coast.   "I think it's an imaginative use of resources that I am happy to be able to support," said Billy Van Jura,   Founded in 1997, The Coastside Land Trust was established to protect the urban open space of the San Mateo County coast, located in the the San Francisco Bay Area of California. The trust is dedicated to preserving the scenic bluffs, stream corridors and agricultural lands from the southern city limits of Half Moon Bay which encompasses the world famous Mavericks surf break.   This land protection is possible by purchasing and accepting donations of land and conservation easement. In addition to its natural, historical, cultural, architectural, and scenic resources, the San Mateo Coast is known for its areas of working farms and vivacious communities. It is there hope to continue to preserve these rich lands for present and future generations.   "The Coastside Land Trust is delighted to receive the support of Birchyard in continuing the work of restoring native vegetation to permanently protected open space here on the San Mateo County coast. It is organizations and individuals like Birchyard and Bill Van Jura that will make it possible to succeed in our efforts," said Jo Chamberlain, Executive Director.

Founded in May 2011, Birchyard was founded to provide consistent, solid advice to their clients and leave everybody who consults with them in a better position. Their insurance consultants provide expert counseling and set the standard for coverage. Birchyard isn't bound by the methods and practices of any one company. There is a different way to approach insurance, and Birchyard will bring a little unexpected, to the expected.

Delighted to join Coatside, Birchyard is looking forward to seeing the results of the trust's efforts to help preserve the coastal landscape. Believing in being as environmentally conscious as possible the partnership between Birchyard LLC and the Coastside Land Trust has started off to be a promising one.

Combining Good Works With Good Business; a New Business Ethos

THE HUDSON VALLEY’S BUSINESS WEEKLY NOVEMBER 26 - DECEMBER 9, 2012

" PAGE 14

ON TOPIC: The New American

Workplace

Digital marketing firm, Mixed Digital, blends social media and search engine marketing expertise with a complex understanding of cross channel web analytics to develop a roster of innovative and diverse clients. Veteran digital marketers, Mark Simmons and Mike Coughlin launched Mixed Digital in February 2009. The company now has a growing presence in Durham, Boston, and New York City. Sensing an increase in demand for cross-channel digital marketing services, Mixed Digital has now expanded its social media and search engine marketing services to leverage the power of web analytics and the natural synergy of these two channels that most boutique agencies lack. “As veterans with deep roots in the SEM space and growing expertise in social media, we saw the increasing demand to look at multi-channel attribution. After reviewing extensive industry research, we realized that last-click attribution, the most common measurement model used by digital marketers, undervalues social media’s role in engaging customers earlier in the buying process. That said, we felt it only made sense to offer both Social Media Marketing and SEM in an integrated approach. The two channels cannot be managed in silos. They must be managed together,” said Mark Simmons. With a clientele spanning a variety of industries including entertainment, healthcare, lifestyle, and luxury brands, Mixed Digital approaches digital marketing from a holistic perspective. The company’s diverse clientele includes innovative and cutting-edge companies, such as OncCharts.com, Arrive Chic, ZYR Vodka, and Target Logistics. With more than 13 years of general marketing and nine years of digital marketing experience, Mark Simmons holds a bachelor’s degree from Duke University and is co-founder of Mixed Digital. He specializes in paid search, SEO, and social media marketing. Prior to launching Mixed Digital, Mark developed his expertise by working for some of the

largest and well-known digital marketing agencies in New York City. Throughout his career, he has worked with some of today’s most notable and well-respected brands, including BMW and SAP. Mike Coughlin is a Boston University graduate and a managing partner in Mixed Digital. Mike has a decade of digital marketing experience, specializing in social media strategy, paid search management, and web analytics consulting. Over the course of his career, Mike played a pivotal role during the high-growth stages of a NYC-based start-up, search engine marketing agency while also working as a digital marketing consultant across multiple industries and brands. Prior to becoming a partner at Mixed Digital, Mike worked on a wide variety of accounts in multiple industries including, Sony Music and Four Seasons Hotels & Resorts. Mike Coughlin said, “As the digital space continues to evolve, we see it as Mixed Digital’s mission to stay on top of the latest trends. Without an evolving strategy and an ability to look across channels, we wouldn’t be able to demonstrate the utmost value to our clients.” Currently, Mixed Digital offers cutting-edge solutions in social media, paid search, SEO (Search Engine Optimization), and web analytics consulting. With the ever-increasing demand for mobile marketing solutions, Mixed Digital is rapidly developing a mobile marketing division in the near future. About Mixed Digital Launched in 2009 by digital marketing experts, Mark Simmons and Mike Coughlin, Mixed Digital has become a premier digital marketing agency on the East Coast. Mixed Digital offers services in social media, search engine marketing, web analytics, and public relations. The company’s current clients include OncCharts.com, Target Logistics, and ZYR Vodka. For more information, visit MixedDigital.com. Like them on Facebook.com/mixeddigital. Join the digital marketing conversation on Twitter.com @mixeddigital.

Mixed Digital Leverages Social Media and Search Engine Marketing to Attract a One-of-a-Kind Client Roster

THE HUDSON VALLEY’S BUSINESS WEEKLY NOVEMBER 26 - DECEMBER 9, 2012

" PAGE 15

ON TOPIC: The New American

Workplace

More than 120 people interested in starting or growing a business learned what it takes to succeed in business from a distinguished panel of Westchester entrepreneurs at the Westchester Grow Conference for Entrepreneurs held November 13 at The Gateway Center at Westchester Community College. The lively and informative panel discussion was the first part of two-part conference for small business owners co-presented by the Westchester County Office of Economic Development and the Gateway to Entrepreneurship (G2E) at Westchester Community College. The distinguished panel of successful Westchester entrepreneurs gave advice to a lively and engaged audience about what it takes to survive and thrive. Panelists included: James Bernardo, Candela Systems Corp.; Elizabeth Bracken-Thompson, Thompson & Bender; Renee Brown, C.W. Brown; Jon Dorf, Dorf & Nelson; Robert Glazer, ENT & Allergy Associates; Wiley Harrison, Business of Your Business; Peter Herrero, New York Hospitality Group; Tom Kallish, Tommie Copper; Tara Meenan Lansen, Compufit; Stewart Strauss, Strauss Paper; and Scott Vaccaro, Captain Lawrence Brewing Company. The panel was moderated by Laurence Gottlieb, Director of the County Office of Economic Development, and Caryn McBride, Editor of The Journal News. “We were extremely pleased with the program and the tremendous turnout. The panelists were outstanding and provided valuable insight in the lessons they’ve learned as successful entrepreneurs. The Grow Conference series is designed to connect people with the information, financial and human resources they need to start or expand a business. Hopefully, this first event in the series will help those already in business and inspire those who want to start a business,” said Mr. Gottlieb. The Westchester Grow Conference for Entrepreneurs is the first part of a two-part conference co-presented by the Gateway to Entrepreneurship (G2E) at Westchester Community College and Westchester County Office of Economic Development. A two-day

Grow Conference for Entrepreneurs Offers Valuable Advice for Those Starting or Growing a Business

conference planned for May 2 and 3 will feature an all-day workshop and networking reception. “Our partnership with the Office of Economic Development to present the Grow Conference Series is our commitment to connect entrepreneurs with available resources that will help them start or bring their business to the next level,” said Eridania Camacho, Assistant Director of the Gateway Center and Coordinator of the Gateway to Entrepreneurship. G2E at Westchester Community College is a resource hub for entrepreneurial development at all stages, facilitating programs that respond to entrepreneurs’ needs and contribute to a vibrant local economy.

feedback◦ When feedback is not actionable,

address reasons why. This provides critical context that ultimately builds trust

• Express appreciation for their participationToo many of us fear negative feedback, but the reality is that negative feedback often presents an opportunity for positive changes. If you receive negative feedback and don’t act, that’s a problem, but being aware of any not-so-positive attitudes will help long-term.

Like any customer of any product or service, study coordinators want a channel to be heard. Giving them that platform will not only satisfy them, but will allow you to be a true partner to the study coordinators. While you won’t always be able to act on every request, the fact that you’re actively reaching out for feedback is essential in building a best-in-class customer relationship. Collecting feedback will allow you to identify issues upfront, course correct them faster, and ultimately accelerate enrollment.

Give Your Customers a Voice continued #om page 12

THE HUDSON VALLEY’S BUSINESS WEEKLY NOVEMBER 26 - DECEMBER 9, 2012

" PAGE 16

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Intellectual Property Attorney Aziz Ahsan knows there aren’t many lawyers around offering businesses the help they need to protect themselves with patents, trademarks and copyright protection (especially internet-based). “Most businesses think they need to travel to Albany, Westchester or New York City for the kind of law I practice,” he says. Ahsan finds the best place to correct this misconception is with an ad in the Hudson Valley Business Digital. “The paper is responsive, the prices are competitive and I can reach my entire demographic market with one simple ad. It’s simply a great value for everyone,” he says.

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