A day of inspiration...of the business kind

by Heather Gurewitz

Mendocino Women's Business Center Director

Sometimes we go through our routines (no matter how un-routine they may be) and things just seem stagnant.  And then there are days of inspiration...

Like when you see a client make a huge leap in their business development, launching their website, online store, and making sales! Such is the case with Delphine Davidson of Days Pharm.  She came to me with her product, Ultra Pure Breast Cream, and although we had some shaky moments I have seen her follow through with her plan, launch her business, and start selling her very unique product. Something that is always inspiring to the business consultant. (read more about Delphine in our client spotlight)

And then there are the youth at Shelter Cove. While I wish I could say I knew from the beginning that it was going to be a wild success, it has been a difficult project.  While we planned well and had great help from Matson's Building Materials and design help from Wheeler Munroe, I have to say I was really nervous until Ray, our dedicated volunteer showed up to help us.  While I wasn't surprised, I was more impressed that the students were able to pull together and complete the construction of a dog house in a day, yes, there is still work to do, but the day was a major accomplishment, and extremely inspiring.  Oh, and of course we still have two more dog houses to sell.  You can order on their website.

Everyone's work can be stressful, but on days when the magic happens and all that hard work actually pays off, it is all worthwhile!

Pseudo-phone numbers, a Must for Start-Ups?

by Heather Gurewitz
Mendocino Women's Business Center Director
As more people are looking toward starting a business and self employment, there are some conflicts of interest that come up. For example, for professionalism as well as personal safety you want to have a separate business line, something different from your personal number or your house phone. However, a new business line can be expensive to set up, cost prohibitive in most cases, and in many ways less efficient. Yet, especially for women entrepreneurs, having a published personal number is not desirable, especially if you plan to have flyers pasted all over town. So, how do you maintain personal safety and privacy and a high level of professionalism? Technology to the rescue! Both Google and Skype are offering FREE "phone numbers" that you can link to your existing telephones. While I am not as familiar with the Skype version, with Google it is very simple. You set up your Google voice number so that it rings your home, cell, and/or other number choice. The best part is, if you have caller ID, you can have your Google number show up when calls come through so you know how to answer. And, if you decide a year down the road to get a business line in your new building, you don't need to necessarily change your number. You can just forward it to the new business line. Did I mention this was free?

If you are starting a business, there are a number of free online tools to check out. These are great ways to make your start-up experience more seamless and reduce those hefty expenses. For more on starting a business take our Building a Better Business series!

QR Codes: Post Purchase Power?

by Heather Gurewitz


Mendocino Women's Business Center Director

I recently noticed a QR code on the inside of my phone bill, inside the container of my commercially grown strawberries, and on some other products for post-purchase clicking. So, is there value to post purchase QR codes? I think there may be...

One of the fundamental questions I always tell my clients to ask themselves is: "Are you making it as easy and convenient as possible for people to give you their money?" If the answer is not yes, the next question is: "How can you make it easier?"

If you are sending someone an invoice with "due on receipt", it probably still goes into a pile with other bills that are due on receipt and require the writing of a check. Even if you have a "pay on-line" option, that person still has to go find your online payment system, probably set up an account and make the payment. However, if you generate a QR code (which takes about 15 seconds) to put on every bill you send out that takes people directly to their balance due with the option to pay immediately with a credit card, paypal, or even checking account, imagine the possibilities.

Your client, instead of putting the bill in the stack, clicks on the QR code which takes them to your online PayPal, Google Checkout, or other merchant account, and allows them to pay immediately via their smart phone. I wish I could offer a guarantee that this would work, but hey, it's the world of business so instead we have to review risk versus potential outcome. So, what do you risk? 15 seconds of time making a QR code and maybe another 30 pasting it into the proper spot on the invoice. What's the reward? A faster turnover of accounts receivable means more available cash for the business, resulting in you sleeping better at night because you don't have to worry about your rent check bouncing.

While I still agree that QR codes are imperfect, as mobile technology grows, so does the market. In our recent survey most people said the cost was prohibitive, but as the efficiency, applicability, and access to the technology grows, more and more people are going to be using it, especially those with purchase power. So, if they have the power, let them purchase! Make it easier for people to give you their money. It's good for your business.

Running Rivers and Businesses, Keys to Success

by Heather Gurewitz
Mendocino Women's Business Center Director

If you've worked with me, you probably know I love kayaking. After spending four and a half intensive days on the American River in a whitewater kayak I learned a lot about how to be a good paddler which also applies to being a successful business owner:

1. Scouting... From the water, a rapid may look like just fun moving water, but if you take the time to pull off the river, get out and have a look, you may find there are dangerous spots you want to avoid, and some fun spots you want to go through. Even if you don't get to get out, you want to plan your path. In the business world, we call this business planning. Take the time to step out of your work and plan where you want it to go before you get there. It can save you a lot of grief in the future.

2. The set up... When you are going into the rapids you have to set up early, get your speed, angle, and edge right, and commit to your route. If you go in right it is much easier to have a fun ride and a lot less work. When you start your business, make sure that you are positioned for a successful experience. Not having enough capital, lacking key skills, or starting at the wrong time of year can ruin the business before it even gets started. Even if you do, sometimes the river takes you somewhere you didn't intend to go. Or what you thought was the right speed, angle, and edge, turns out not to be.

3. Always be ready to correct... Sometimes you miss, and the next thing you know, the world is 180° in the wrong direction. What do you do? First off, DON'T PANIC! If you're facing upriver and you should be facing down river, one powerful stroke in the right direction can set you back on course, and if you are 180° upside down, some powerful hip action and a good torso rotation can get you back upright. If you panic, you will probably end up swimming, which leaves you in a much higher risk position. When you are off course, it doesn't matter if it was the boat, a rock, an eddy, or just exhaustion. The key is to assess your current situation and as my coach, Jeff Laxier says, "Fix the problem." When you are safely upright and cruising down stream you can go back and analyze the situation.

4. Have the skills you need before you get there... When you are upside down in a kayak, instinctually, you want to lift your head out of the water first so you can take a breath and pull on your paddle to lift your body out of the water. Unfortunately, it is pretty much  impossible to roll your boat up that way. I've spent a year and a half learning how to roll. It has taken time, commitment, and a LOT of practice and it has been a challenge. If you are in business, choosing the wrong corrective action could make a bad situation much worse. West Company offers many affordable classes to help you expand your knowledge so that you can properly assess situations and make good decisions.

5. Now, I talk to people who learned how to kayak by getting in a boat and going down river. They have some interesting stories. I chose to take classes from professionals who have taught me how to have fun and be safe on the river. The truth is, anyone can get in a boat and go down stream, BUT, not everyone makes it to the take out with their boat, paddle, and body intact. Same with business, anyone can get licenses and permits and open a business, but starting a successful business, that is a whole different story and the main reason West Company exists. Through the Small Business Development Center and the Women's Business Center programs, West Company offers classes and free one-on-one consulting to help you acquire the skills and knowledge you need to become a successful business owner. For more information, visit our website.

QR Codes: Trash or Treasure?

by Heather Gurewitz
Mendocino Women's Business Center Director

Recently, we had a workshop about marketing to people with mobile technology and in particular QR Codes. Since then, a number of people have been so kind as to share articles with me critiquing QR code technology and questioning their value. Are QR codes a passing fad or the new Facebook? Now, no one can tell the future, but here's my personal opinion on the future for QR Codes.

I will definitely admit that QR Codes are not perfect as is the case with any technology, but note that never stopped anyone from using Microsoft products. So, yes, I believe that the technology will change and mature, but this kind of mobile technology is the future of marketing and of great value to local businesses, and here's why:

Imagine two bowls, side by side on a shelf. One is priced $49.99 and the other $99.99. The bowls look the same, and based on price, the decision is easy right? The consumer flips the bowls over, the $49.99 bowl says "made in China" on the bottom and the other bowl has a signature of an artist. Well, maybe that starts to account for the price difference, but, in today's economy where people are concerned about spending, is it enough? Now, imagine the artist's bowl has a tag with a QR code, the consumer whips out their iphone/android and clicks on the QR code which takes them to a 1 minute youtube video that shows the creation of the bowl and the artist talking about the significance of the piece. In one FREE postage stamp sized square and a click, the consumer has made a direct audio visual connection with the artist and now understands the significance of the piece and the work that went into it. Suddenly the $49.99 bowl is a cheap knock-off made in China and there is no denying it.

Stay tuned for the next blog on how to effectively use a QR code. Did I mention that they are free and really easy to make?

To learn more about QR Codes, join us for "Marketing 2 Mobile" with Matt Brown in Ukiah on July 19th from 4:00-5:15.  Register here!

The Silence of the Blog

by Heather Gurewitz
Mendocino Women's Business Center Director

Given the number of workshops, consulting, and new programs we have been delivering, our blog has been somewhat on vacation. But, if I were one of my clients, I would tell myself, "You can't let your blog rest! It has to be working for you 24/7. Just put something short up, anything that is valuable and interesting, it doesn't have to be a full blog." And yet, with all the excitement around here, it seems to have fallen through the cracks.


Now I could offer some useful tips on how to make sure you get your blog done in busy times, but then, that would seem pretty hypocritical. However, looking back, I ask myself, "Am I really stressed about the more-than-month long silence of the blog?" No, and here's why:

The purpose of our blog is to share information and continue to develop West Company's reputation as a resource for micro and small businesses in Mendocino County. While our blog is an important part of that strategy, it is part of a whole mix of things that we do, including the actual "pedal to the metal" consulting and training. What really makes West Company a valuable resource isn't my half hour words of wisdom, but rather the work we do with clients. And we have been busy with all kinds of great events. We've been offering our "Building a Better Business" workshop series both on the coast and in Ukiah and we've been bringing in some experts to help those in business to expand their existing knowledge so they can keep up. So, while the silence of the blog has been nagging at me, it is more important to focus on the work that is going to get you closer to reaching your goals.

Developing Discipline

by Hannah Alexander, Administrative Support

A recent article on elephantjournal.com asks: When Did Discipline Become a Bad Word? When, indeed? A timely question when tiger mothers are making headlines alongside entrepreneurs.


Nationally, interest in small business has increased of late, which means that one can find entire sections of newspapers devoted to “Entrepreneurship” and “Small Business”, while in other parts of the newspaper fierce debate rages over how much discipline a parents exercise with their children. These two issues have a common thread: Discipline. Like it or not, discipline is necessary in both parenting and running a business.

Self-discipline is a key skill for entrepreneurs. Not in the beating-with-a-stick sense, but in the sense that you can make yourself work on your business plan when it’s a beautiful day outside, or refrain from buying billboard advertising when you really need Yellow Pages advertising.

When running a business, even when in the exploratory stages of starting an enterprise, the discipline it takes to honor commitments, combined with the ability to complete your least-favorite tasks in as timely a fashion as your favorite tasks, will serve you very well, long into the future.

You can explore what skills and talents you need to be a successful business owner with West Company in the Building a Better Business series of workshops happening now through June 2nd in Fort Bragg, running May 27th through July 28th in Ukiah. For more information call 969-7571, or, you can register online here for Fort Bragg, click here to register for Ukiah.