"The journey of a thousand miles begins with a single step." "The ...

"The journey of a thousand miles
begins with a single step."
– Miyamoto Musashi
Featuring
CE Expands
to China
Page 5
Marketing
Service Provider
Page 8
Bud Hadfield
August 26, 1923 to April 11, 2011
Professional
Online Presence
Page 14
Your Annual
Business Review
Page 22
Holiday Shipping
Season
Page 24
and more inside!

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Partners Magazine
Fall 2011 • Volume 43 • Number 3
CONTENTS
About the Cover:
“The journey of a thousand miles begins
with a single step.” We never get anywhere
by standing still. The hill that is 2012 looms
in front of us; not too high, not too far,
but it must be climbed in order to get
somewhere – anywhere. Each person has
a “single step” that resonates with them:
for one it might be social media. For
another it might be technology. For yet
another, it could be adding web design
services to their menu. But that first “single
step” must be taken. Inside this magazine
you’ll find help in deciding what your next
step will be.
"The journey of a thousand miles
begins with a single step."
– Miyamoto Musashi
Featuring
CE Expands
to China
Page 5
Marketing
Service Provider
Page 8
Professional
Bud Hadfield
Online Presence
Page 14
August 26, 1923 to April 11, 2011
Your Annual
Business Review
Page 22
Holiday Shipping
Season
Page 24
and more inside!
Features
5 Computer Explorers Expands to China
INTERNATIONAL
6 ICED Board of Directors
Appointments Announced
ICED
8 Are You A Marketing Service Provider?
MARKETING
10 Three Ingredients of A Great
Word of Mouth Handout
MARKETING
Departments
2 In the News
3 Letter from Steve
4 Training
Editor/Writer
Nancy Arnold
Graphic Design
Sandy Cooper
Cooper Creative Design
Photography
Bryan Kersten
Printing Production
ICED Printing & Graphics Team
Publisher
Partners is owned and
published by:
ICED, Inc.
12715 Telge Road
Cypress, Texas 77429
281.256.4100
Chairman of the Board
Steve Hammerstein
Advertising information and
sales contact:
Charmayne Redd at
credd@iced.net
Press release and news
information:
Nancy Arnold at
narnold@iced.net
Contributors: Partners reserves the
right to edit any materials sent in
for publication.
Editor’s Note: An advertisement
by any vendor in Partners does not
necessarily imply any recommendation
or endorsement by ICED, Inc.
Copyright 2011, ICED, Inc. All rights reserved. Printed in the U.S.A.
Partners is published quarterly for the ICED Family of Franchises
11 Tech-Friendly Recommendations
for Baby Boomers
TECHNOLOGY
12 Intro to Social Media for Business
SOCIAL MEDIA
14 Creating A Professional Online Presence
SOCIAL MEDIA
16 Snow Storms, Floods ... 2011 Has Seen
‘em All! Do You Have An Emergency Plan?
MANAGEMENT
18 Is Your Employee Ready to Be A Manager?
MANAGEMENT
20 Should Your Spouse Be in Your Business?
MANAGEMENT
22 Your Annual Business Review
BUSINESS
24 Get Ready for the Holiday Shipping Season
PARCEL PLUS
26 Food Swaps for Healthy Holiday Eating
HEALTH & WELL-BEING
28 The Station
INSPIRATION
• Kwik Kopy Printing • The Ink Well • Franklin’s Printing • American Wholesale Thermographers
• Kwik Kopy Business Centers • Parcel Plus • Computer Explorers
• ComputerXplorers • Kall Kwik • Kwik Kopy Australia

IN THE NEWS
“Miracle On the Hudson”
Plane Rumbles by KKP
We all know that it’s pretty unusual – never done
before, actually – to “land” an Airbus A320
in the Hudson River. It’s also pretty unusual to see an
Airbus A320 rolling down your small-town street on a
Sunday afternoon!
But that’s just what Dan and Peggy Spurlock saw as
the “Miracle on the Hudson” plane rumbled through
Haddonfield, New Jersey (pop. 12,000) on June 5 on
the way to a museum in North Carolina. Dan was able
to capture the moment when the motorcade stopped in
front of their Kwik Kopy Printing center (background).
The plane, a U. S. Airways jet, had been stored in a
warehouse in northern New Jersey since it splashed
down in New York’s Hudson River in January 2009
with 155 souls aboard and Captain Chesley “Sully”
Sullenberger at the controls. All survived, thanks to
Captain Sullenberger’s skill.
The Hudson River Airbus A320 rolling through Haddonfield, New Jersey
on the way to a museum in North Carolina.
Destined for the Carolinas Aviation Museum in Charlotte, North Carolina, the plane made the week-long journey on a
giant flatbed truck, accompanied by a phalanx of police cars, film crews, and assorted support vehicles.
Dan and Peggy bought Kwik Kopy Printing 1023 in August 1987, and Dan said he can honestly say this has been the
most unusual traffic he’s ever seen on their street in all those years! n
Three Ways to
Grow Revenue
There are only three ways to grow revenue:
• Sell more to existing customers
• Sell to new customers
• Offer new services to both.
What changes have you made in 2011 in those
areas? Are they working?
What are you planning to do about this in 2012? n
2 PARTNERS Summer 2011
“No Problem!”
“How often do you hear that phrase? A polite person holds the door
for you, and the response to your “thank you” is “no problem!” The
waiter at your favorite restaurant refills your glass, and your “thank
you” is met with “no problem!”
But there is a problem. Just saying “no problem” dismisses the
polite interaction between two people. Take steps now to school your
entire staff – and perhaps yourself! – on replacing that phrase with a
more appropriate one.
The old-fashioned “you’re welcome” will serve nicely – after all, it
did for eons.
“It’s my pleasure!” is a good one, and produces a warm response.
“I’m happy to help” is another possibility. Let's put "no problem" in
the recycle bin where it belongs – starting today. n

LETTER FROM STEVE
Take That Journey Together
Stepping out of your comfort zone to learn and grow your business is best done with
others. Any journey or quest is broadened when others join you. Surround yourself
with good people who you perhaps can play a role in making even better. And, unless
you are perfect already, they can return the favor.
Respect the contributions being made by each member of your staff. Respect can be
contagious, particularly if shown frequently. Someone who receives respect is more
prone to have respect for others.
Steve Hammerstein
With this and 2012 in mind, take a look at the contribution Leah White has made to “Your Annual Business Review”
beginning on page 22. The elements of your business and marketing plans are all there. Leah wouldn’t hesitate to tell you
that many franchise owners over the years contributed to the insight captured in her article. Also notice her suggestion
of having a couple of key employees involved in a weekend business planning retreat as well.
Getting your staff to buy-in to a plan is a good approach; having them to participate in putting it together is a better
one. Then it becomes everyone’s plan and its success becomes everyone’s concern. A set back while everyone’s plan is in
effect doesn’t provoke “I told you so,” but rather, “Let’s adjust this.”
With the staff fully engaged, consider whether you are fully utilizing supportive suppliers. Nancy Arnold reminds us
beginning on page 8 that it isn’t just only printing the client needs. There are arrays of other solutions you can bring to
your client by drawing upon the expertise of others. ProFusion Dealer Network is one for web solutions and there are
others with different expertise to make you the one stop for marketing services.
The end goal of the planning process is not words and spreadsheets in a tall stack of paper, or in a file folder on your
hard drive. View the end product as easily understood action items for everyone on your staff.
It is about the “we” and not the “me” in a successful business. Take that first step together, and the journey will be
much easier.
PARTNERS Summer 2011 3

TRAINING
Training August 2011 – Class 633
Alan Harrison was
very content selling
beer, proclaiming that
it is a great business
to be in. Then he
veered into the major
entertainment industry
doing consumer product
licensing, which he also
enjoyed. But, said Alan,
he wanted a change of
focus in his life and
Alan Harrison, ComputerXplorers,
career. Because he had a UK, Guildford, England
business degree, he toyed
with going into his own business.
Then he discovered ComputerXplorers and said this
opportunity “just ticked off all the boxes for me.” He
said he looks forward to what should be a rewarding
and challenging experience. Alan’s West Surrey
ComputerXplorers was scheduled to open on September 5. n
“The difference between the
impossible and the possible lies
in a person’s determination.”
— Tommy LaSorda
CeCe, a native of
Suzhou, China, came
to the United States
at the age of 15 as an
exchange student to
complete her education.
She holds a bachelor’s
degree in electrical and
computer engineering
from Baylor University,
in Texas. CeCe
subsequently received
her master’s degree in
electrical engineering from
CeCe Qian, Computer Explorers,
Shanghai, China
California State University while working as an application
engineer for Newport Electronics in Santa Ana, California.
In 2009 CeCe decided that, rather than pursue
her career in engineering, she wanted to start up her
own business bringing creative learning of computer
technology to the children of China. She moved back to
Austin, married her husband James, proceeded to research
computer technology programs, and discovered
Computer Explorers.
CeCe will open her first Computer Explorers center
in January. n
Roni Deely, Computer Explorers franchisee from Delaware,
was scheduled to conduct a “Train the Trainer” session at
Northwest Forest for Class 633. Hurricane Irene changed
her plans, so while her husband secured their home for the
hurricane, Roni spent the day in her office using Video Skype
to teach the class.
Shown are, from left, Alan Harrison, UK; James Tao from
China, and CeCe Qian, from China.
James came for a visit with his wife, CeCe, and she invited
him to attend the class. Because he is a programmer, and they
used his gaming computer, James enthusiastically joined in,
building and programming with LEGO® blocks. n
4 PARTNERS Summer 2011

INTERNATIONAL
Computer Explorers Expands to China
Children in China will soon be experiencing the fun of
learning technology through Computer Explorers
(CE) classes.
CeCe Qian (Pronounced Chien) has purchased a license
to use Computer Explorers curriculum and trademarks
in Shanghai, China, as well as in Jiangsu province to the
north of Shanghai, and Zhejiang province to the south of
Shanghai. CeCe’s mother, Jianhui Yang, and GuoMaoJiaHe
Interior Design, Inc. will be working with CeCe on this
project. CeCe’s mother is currently General Manager of
GuoMaoJiaHe Interior Design, Inc.
Initially, CeCe was pursuing a Computer Explorers
master license agreement, but difficulties in meeting the
requirements of Chinese franchising law prompted a shift
to establishing the first international license to use
Computer Explorers curriculum licensing and trademarks.
Although Computer Explorers classes are usually offered
at schools, and at day care and recreation centers by CE
home based franchisees, CeCe will be providing CE classes
in learning centers as does Kenny Ngam in Malaysia. She
plans to open her first center in January 2012 in SuZhou,
a city with a population of just under 12 million, in
Jiangsu province.
CeCe was born in Suzhou, China, where her parents
currently live, and raised in Shanghai. She came to the
United States in 1998 to attend West Lake High School in
Austin, Texas as an exchange student, and has lived in the
U. S. since then. She graduated from high school in Austin
and received her bachelor’s degree in electrical and computer
engineering from Baylor University. CeCe subsequently
received her master’s degree in electrical engineering from
California State University while working as an application
engineer for Newport Electronics in Santa Ana, California.
In 2009 CeCe decided that, rather than pursue her career
in engineering, she wanted to start up her own business
bringing creative learning of computer technology to the
children of China. She moved back to Austin, married her
husband James, proceeded to research computer technology
programs, and discovered Computer Explorers.
CeCe Qian signs a license to use Computer Explorers curriculum and
trademarks in several provinces of China starting in early 2012. To CeCe’s
right is Deb Evans, CEO of Computer Explorers. Standing, from left, is
Larry “Perk” Perkins, Director of International Development for ICED, and
Steve Hammerstein, Chairman of the Board for ICED.
CeCe contacted Perk Perkins, Director of International
Development, in March of 2011, then met with
Deb Evans, CEO of Computer Explorers and the CE staff
over the next several months. CeCe signed a Memorandum
of Understanding with Perk on July 24 during his visit
to China. She completed her CE training and signed the
curriculum license agreement on August 31.
Plans call for Cyndee Perkins to provide teacher training
and other support to CeCe in Suzhou as she opens her first
center in January. n
PARTNERS Summer 2011 5

ICED
ICED Board of Directors Appointments Announced
Mary Hadfield Named President; Groot and Longoria Elected to Board
The ICED Board of Directors announced several changes to the board following their May 12, 2011
meeting. Mary Hadfield was elected president of ICED, filling the vacancy created when immediate
past president Stephen B. “Steve” Hammerstein was named chairman upon the death of founder and
chairman, Bud Hadfield, on April 11, 2011. He retains the title of CEO, which he has held since July 1994.
ICED was formed in 1992 and is the holding company for seven franchise systems: Kwik Kopy
Corporation; The Ink Well of America, Inc.; American Wholesale Thermographers, Inc. (AWT); Franklin’s
Systems, Inc.; Eagle Franchise System, Inc. (Parcel Plus); Kwik Kopy Business Centers, Inc. (KKBC);
Computer Explorers, and several subsidiaries, including Northwest Forest Conference Center. This group
represents one of the world’s largest international alliances of printing, communications, and education
franchises with business relationships in the United States and 12 other countries.
Steve became
associated with
Kwik Kopy Corporation
in 1978 as outside legal
counsel. He joined
Kwik Kopy in 1984
as vice president of
legal services, became
executive vice president,
and subsequently
president, in 1985, and Steve Hammerstein
was named chairman and
CEO of KKC in 1993. He
served as a member of the Kwik Kopy Board of
Directors since 1985.
In 1992 Kwik Kopy became part of ICED, and Steve
became a member of the ICED Board of Directors.
Since July 1994, he served as president and CEO of
ICED, relinquishing the title of president when he
became chairman. n
6 PARTNERS Summer 2011
Mary has been an
integral part of
ICED, which started in
1967 with Kwik Kopy
Printing. She and Bud built
the business into the global
empire that it is today,
and she is the principal
architect of the company
headquarters, located on
a 100+ acre conference Mary Hadfield
center in Cypress, Texas.
For many years, she
coordinated the annual owners Conference, bringing her
always-unique touches to the event, from venue to food to
entertainment. No one will ever forget the year that former
President Ronald Reagan appeared, as did Dr. Norman
Vincent Peale, AND astronaut Admiral Alan Shepard –
thanks to Mary and her very able staff.
The company magazine, originally “Kwik Kopy Kids,” was
her creation, and she published it while managing the direct
mail department for Kwik Kopy Corporation. Mary looks
forward to a bright future for ICED, and remains excited and
positive about the company. n

At the stockholders’ meeting immediately prior to the board meeting,
Jay Groot and Michael Longoria were elected to the board of directors.
Jay Groot
Jay, who has been with ICED since 1989, is president of all the print brands and
Parcel Plus. He worked with our center owners for a number of years in the franchise
services arena, and visited centers both in the United States and abroad. Jay was on the
launch team that developed the Kwik Kopy Business Center brand, and served as its
vice-president, and then president, until taking on the responsibility for six brands
in 2010.
Over the years Jay has spent a great deal of time in the field working with hundreds
of center owners in all aspects of their business, which has given him the know-how for
business planning and financial analysis. Jay’s knowledge of center workflow has allowed
him to be instrumental in the layout and design for new center locations, and re-design
for existing center. His experience has given him expertise about copiers and copy
pricing, and he also keeps current with all OSHA and EPA regulations affecting franchise
systems operated by ICED. His primary goal is, and always has been, to provide the best
possible service to our franchisees. n
Michael Longoria
Michael joined ICED in 2005 as General Counsel. Prior to that, he practiced at a
Houston law firm where he was involved in general civil litigation, insurance
defense, and transactional matters.
Michael completed his undergraduate studies at the University of Texas at Austin and
received a B.B.A. in Marketing in 1994. He obtained his Doctorate of Jurisprudence in
1997 from South Texas College of Law. During law school and for several years after, he
worked with a former United States district judge in private practice where he handled a
variety of matters involving commercial litigation, personal injury, and debt collection.
He spent an interesting summer as an intern for the 14th Court of Appeals, and worked
in the Chairman’s office of what is now the Texas Workforce Commission.
Michael is a member of the Texas Young Lawyers Association and the Houston
Bar Association.
A native of Corpus Christi, Texas, Michael is married to Celina, a dentist with her
own practice in Northwest Harris County. n
PARTNERS Summer 2011 7

MARKETING
Are You A Marketing Service Provider … Yet?
Here’s the Last Piece of the Puzzle By Nancy Arnold, ICED
In the last couple of years, printers have finally begun to
see the necessity of becoming Market Service Providers.
The first initiative was to become a Print Service Provider,
but that proved too limiting; print was only part of what
a client needed. Customers were then going elsewhere for
other pieces of their campaign, and maybe finding other
sources for print as well.
Thus the name Market Service Provider (MSP) was
coined – a title that says “I can provide you with a
complete marketing package – from the simplest brochure
to a complete Web presence.”
But did you really embrace that new title – really?
Joe Manos with MindFire, in a piece he wrote for
Digital Nirvana in February 2011, captured how many
printers feel about being an MSP, and maybe you can
identify with this … on at least some level.
“I identified a possible reason that Print Service Providers
(PSPs) (note: now called Market Service Providers)
don’t “embrace change” and continue to
use the same approach for
their business,” said Joe.
“I call it the
Fear Factor.”
He then noted a short
list of “Fear Factors” that
printers have shared with
him over the years:
Fear Factors
1. The FEAR of failure
2. The FEAR of change on their business
3. The FEAR of change on their customer
4. The FEAR of their competition
Nancy Arnold
5. The FEAR of change on their employees
6. The FEAR of a new technology impact in
their organization
7. The FEAR of commitment to something
new and the learning curve
8. The FEAR of “can the sales team sell
new offerings”
9. The FEAR of any change on core offerings
8 PARTNERS Summer 2011
“If you continue to look
to the past, the future will
pass you by.”
– John A. Zenkewich

He went on to wonder, if business owners really do seek
business improvement, but at the same time fear the changes
that drive it, what should they do?
He offered a list that might help answer that question:
Fear Changes? What You Should Do.
1. Identify market opportunities that complement
your business capabilities
2. Identify services that are an extension of
your business
3. Build capabilities that your customers are
investing in
4. Seek market opportunities that are generating
significant growth
5. Invest in the necessary resources for success
6. Make the time to meet with others that have
made the journey successfully – learn from them
7. Identify partners that have the means to help
you achieve success
8. Do the research, embrace the change and
develop a plan for success
We at ICED believe that we have found the partner
(#7) that will enable you to build capabilities that your
customers are investing in (#3), and that you can afford (#5).
Long story short; the ProFusion
Dealer Program from Net Solutions
North America can help your print shop
thrive. The marketplace is changing, so
thinking outside the box has never been
more important.
The ProFusion Dealer Network
is uniquely aligned to help printers
integrate web solutions sales into their
existing product offerings. As a ProFusion Dealer, you would
have access to:
Support / Training
• Marketing Programs
• Sales Support
• Technical Support
• Ongoing Training Programs
• POS Promotional Posters
• Table Top Display Posters
• Counter Books
• Workshop Presentations and Workbooks
Product
• Proprietary Web Applications
• Add On Modules (E-Commerce, Image Galleries, Etc.)
• E-mail Marketing
• Search Engine Optimization
• Maintenance /Support Contracts
• Hosting
All of these items would help you sell web solutions to
your existing clients with your existing staff.
The folks at Net Solutions/ProFusion, Patrice Valentine
and Bob Reynolds, are prepared to provide extra sessions
and demos to show you how you can fit this last piece of
the puzzle into your Marketing Service Provider plan.
Even before you make a decision about participating in
the ProFusion Dealer program, review the program. The
contents of the introductory webinars are posted on the
O-Net so you and your staff members can see
how easy it will be to sell
web services to your clients. The new year is just
ahead – and you want to be prepared!
Your ICED link is:
http://www.profusiondealer.com/ICED.
It’s time you snapped that last piece of the
puzzle into place. Don’t let your customers go
to someone else for their web solutions. If you
still have questions, call Jay Groot. n
PARTNERS Summer 2011 9

MARKETING
Three Ingredients of a Great Word of Mouth Handout
Handouts, giveaways, and freebies are classic word of
mouth tools. But before you put in the next order for
yours, make sure you’ve got these key ingredients in the mix:
It’s valuable • It’s reusable • It’s fun
1. It’s valuable: A great handout will be valuable
to your talker. Think umbrellas at a Seattle conference,
seat cushions at the stadium, maps at tourist spots, or
sunscreen at the beach. Remember, “valuable” doesn’t have
to mean expensive – it just has to solve a problem for your
potential talkers.
2. It’s reusable: Here’s an important element most
handouts miss: It works best when your fans hang on to
it and reuse it down the road. Sure, they may carry your
cheap bag around the conference for a day – but it’s a much
bigger win if they use it all year. More than the quality of the
product, think about its design (does your logo really need
to be that big?) and practicality (if all you’re going to offer is
size XXXL shirts, why bother?).
3. It’s fun: Above all, people love to share the things
that make them smile. It works for your copy, for your
presentations, and for your handouts, too. We’ve seen it with
the pins, buttons, and goofy giveaways we often share – and
in another example, ICUC Moderation Services hands out a
booklet called “The World’s Funniest Moderated Comments:
Uncensored” at each event. n
© Copyright 2011 GasPedal. GasPedal is a registered trademark.

TECHNOLOGY
The older I get, the
more I appreciate
the body of my youth. As
Kate Forgach
a Baby Boomer dealing
with hearing loss (too
much rock music), memory loss (not enough Gingko), and
unbending knees (too much biking), I appreciate every bit
of senior assistance. That gratitude extends to manufacturers
developing products tailored for those with reduced capacity
or not familiar with our rapidly changing tech world. While
some of the following examples weren’t originally designed
with America’s elders in mind, they still offer great benefits to
those who don’t want to get totally left behind.
Here are seven changes
age hath wrought in today’s
technological world.
Dumb Phones
I was bereft when my ancient Razr
phone disappeared as it was so easy
to use and is no longer available. In
looking for a replacement, I found
most phones have tiny black buttons
and keyboards designed more for
texting and playing online than for
making calls. Some manufacturers are
listening to these concerns, however, and
creating phones specifically for my brethren.
According to cnet.com reviews, (http://reviews.cnet.com/
cell-phones-for-seniors) the Doro PhoneEasy series offers
basic, easy-to-use phones with big numerals, a bright screen
and few unneeded extras.
Intelligent Phones
Intel is working on a phone for those who have memory
problems. Using caller ID tech, it’ll display a photo of the
person calling, the user’s relationship to the caller, and
Tech-Friendly Recommendations for
Baby Boomers By Kate Forgach
information about their last conversation. It would be even
more helpful if Intel would create a human-implant screen
that would jog my memory upon meeting people I “know.”
Nana Technology
Companies like Accenture and Intel have teamed up with
universities and other researchers in the development of
gadgets that make life easier. These include smart walkers
users can retrieve by remote control; pillboxes that remind
you to take your pills; and mailboxes that let you know when
mail has arrived.
Tablet Computers
I’d give my AARP membership for an iPad.
The screen is a joy, the touchpad keyboard is nice
and big, and, most importantly, it’s entirely
intuitive. Apple’s security technology also nearly
eliminates spyware and viruses, which are a
nightmare to eradicate.
In general, touchscreens are easier for seniors to
use. It took me just 30 minutes to get an elderly
friend up and running on her new Motorola Xoom
tablet. Unable to type anymore due to arthritis,
the light touch required for these screens opened
a whole new world. We loaded a few useful apps,
made Google her home page, set up a Gmail
account and she was off.
E-readers
Few books are printed in large type anymore, but e-readers
can make every book easy to read. The Kindle, for example,
allows users to boost the font size with a touch of a button
and the resolution improves with every release. The Barnes &
Noble NOOK boasts a full-color display that makes reading
even easier.
iPad image: Copyright © 2011 Apple Inc. All rights reserved.
continued on page 17
PARTNERS Summer 2011 11

SOCIAL MEDIA
Intro to Social Media for Business – Get Acquainted
By Jessica Guida
Social media channels and all they have to offer are
becoming essential tools for businesses to leverage.
From connecting with customers on the consumer level
to networking with influential individuals in one’s industry,
social media sites are giving businesses the power to engage
like never before. Both small and large businesses alike,
are taking advantage of the benefits that social media
powerhouse sites, like Facebook and Twitter, provide.
Benefits like, cost effective marketing, worldwide reach,
and the ability to connect with almost anyone with
a simple click.
For those reasons above and many more, social media
is becoming a business’ best friend. Have you and social
media been acquainted yet? No? Let me introduce you
to Facebook and Twitter!
I’d Like You to Meet:
Facebook
Engage with over 500 million potential
customers (which includes many of your
current customers) on Facebook, as they
stay in touch with friends, upload an unlimited number of
photos, share links and videos, and learn more about the
people they meet everyday. Here’s how to get started:
Create a ‘Personal Profile’ for yourself, a.k.a. The Business
Owner (using your name, not the name of your business).
Doing this step will allow you to “friend” all of your current
contacts, in an effort to suggest your “Official Page” to
them in the future. Go to Facebook.com and fill out the
“Sign Up” form.
Set up an ‘Official Page’ for your business. (http://www.
facebook.com/pages/create.php) This is where you will use
the name of your business. An “Official Page” on Facebook is
similar to a mini website, where one can describe their
business, post news, etc.
Get people to ‘Like’ your page. Reach out to friends,
employees, and colleagues, using the personal profile you
set up plus other methods like e-mail, to create an initial base
of ‘Likes’.
12 PARTNERS Summer 2011

Check out Facebook Help. Facebook’s robust Help
section is great for beginners.
Twitter
Connect with your customers in real-time and quickly
share information with people interested in your business via
the 140-character Tweet. Twitter offers businesses a chance
to reach an engaged audience, using few words. Here’s how
to get started:
Think of a 15-character Twitter handle, or name, for
your account. On Twitter, your handle is what defines
you, so make it professional and make it memorable. It’s
also beneficial to keep your
location in mind when creating
a handle, especially if you are a
local business owner – think state
abbreviation or the city you serve.
Create a Twitter account for your
business, using the handle you just
came up with. Go to Twitter.com
and “Sign Up.”
Check out Twitter for Business
for basics to best practices.
http://business.twitter.com/
Now is the perfect time to jump
on the social media bandwagon.
Don’t get left behind! The truth
is that many of your competitors
may already have a hand, or both,
in the social media scene, so it’s
vital for you to jump on board to
stay competitive. Or better yet,
gain a competitive edge if you can
be the first on the scene in your market. Just keep in mind
that spending time on Facebook or Twitter can be a time
suck if not planned out properly. Therefore, it is important to
establish your goals and identify your target audience before
becoming a social media power user. So get acquainted and
establish a plan in an effort to start creating some social
media buzz about your business!
If you have questions about how social media can
help your business or need assistance creating a social
media marketing plan, contact Jessica Guida at
jessg@lotus823.com. She can also be found on Twitter
www.twitter.com/lotus823_Jess.
About the Author
Jessica Guida is a Search Engine Marketing Strategist
for lotus823, specializing in social media marketing
strategies for local and national businesses. lotus823 is an
integrated Search Engine Marketing and Media Relations
firm that offers a wide range of services to develop brand
awareness, secure media
coverage, and optimize online
presence. Founded in 2010
with offices in New Jersey and
Florida, lotus823 works with
clients nationwide in a variety
of industries, developing
customized strategies to
produce measurable results.
Visit www.lotus823.com for
more information. Connect
with lotus823 on Twitter
http://twitter.com/lotus823)
and Facebook (www.facebook.
com/lotus823). n
“The golden
opportunity you are
seeking is in yourself.
It is not in your
environment; it is not
in luck or chance, or
the help of others; it is
in yourself alone.”
– Orison Swett Marden
PARTNERS Summer 2011 13

SOCIAL MEDIA
Creating A Professional Online Presence
By Pam Lontos
Creating a professional online presence is a must for
businesses these days. Many business professionals
are wondering how they can be online without sacrificing
personal privacy or appearing less than business or Internet
savvy. The following strategies can help you feel more
comfortable and make sure you build your online presence
in a professional manner that will help get you clients,
customers and business.
1. Use a professional photo of yourself and use it
consistently on all of your online profiles.
Using the same photo helps potential clients and the media
recognize you. Using cropped or unprofessional photos can
really hurt your image. If it was taken on your cell phone, it
shouldn’t be your profile picture. Also, use a picture of you,
and not your logo on the accounts with your name on them.
A photo of you makes you more approachable. If you have a
company page or account, logos are fine, but make sure they
are correctly sized and clear.
2. Use established social media sites.
These include MerchantCircle, Facebook, Plaxo, and
LinkedIn. The idea behind using social media is for you to
be reachable and visible on the sites where your clients and
customers already are. You might personally find an up and
coming social media site to be great, but the majority of your
potential customers are on the major social media sites and
may not want to join you on a lesser known site. Don’t forget
the Yahoo! and Google local business directories which can
help you show up to local searchers. Beware of the business
directories that solicit your business wanting you to pay for
your listing and promotion on their unknown site.
3. Sharpen up your resume and experience,
and be consistent.
If someone is looking for you on the Internet and gets
three or four different versions of what you have been up to
these past few years, they are not likely to call you or visit
your establishment. Be honest and straightforward about
your experience, awards, and purpose.
4. Tweet professionally.
You may have a personal Twitter or other microblogging
service where you keep up with friends and family. That’s
fine, but make sure you keep your personal tweets – like the
fact that you had a miserable time at the company picnic –
to yourself. Keep a separate account for your professional
updates and share information that is helpful to your readers,
not just memes about how great you are. Share tips and
advice that makes your readers’ day better and they will
return to you when they need your professional service.
5. Use privacy controls.
You might already have personal accounts on social media
sites, but these should not be synonymous with your business
persona. Use privacy controls to make sure your personal
14 PARTNERS Summer 2011

conversations and activities are not getting in the way of
your business. You can “like” a political party candidate
or post those pictures that show what a great time you had
out on the town last night on
your own account, but make
sure you limit who can see
that information.
6. Put your best foot
forward by having a
short summary of who
you are and what
you offer.
Many professional sites
have space for a summary,
which allow you to highlight
your strengths. This is a
great spot to point out how
you are unique and how
your experience and skills
work to your customer’s
advantage. Be creative
and catchy in your selfdescription,
but don’t sound
like a braggart or unprofessional. This is your career, not a
dating ad. “Licensed Financial Advisor and Youth Volunteer”
is far more likely to get you a call than “Perky Fun Videogaming
Gemini.”
7. Consider a video interview or demo.
Many sites like VisualCV, MerchantCircle, and Facebook
have the ability to host short videos. These can help highlight
your abilities to your clients. For a retail location, shoot a
short video showing your establishment and describing your
services. For a service-based business, include a description
of what you do, and how you do it. Trainers, coaches,
salespersons, and anyone who delivers presentations as part
of their job, can use a short video to show their effectiveness,
humor, clarity, and style. Showing your comfort working
with various groups, and your ability to deliver a message
effectively over video is important to many career paths and
for clients who want to see who they will be working with.
8. Remember to offer information you would want
to receive as a customer.
When building and reviewing your online profiles,
remember to think like your potential client or customer.
Is your contact information readily accessible? Did you
include a link to your website or address of your location?
Do you clearly state the purpose and offerings you and
your business have to offer? Ease of finding information
on your social media profiles is what starts the client or
customer’s experience working with you and your company.
If your profiles are only half completed or don’t offer helpful
information, your potential clients and customers will
assume the same is true about you and your business.
Before you start building your online presence, make sure
you have the tools to do the above steps at hand. Gather
them all in one place so you can reference them quickly. It is
also better to have a few well-done social media and online
profiles than to have a multitude of incomplete profiles. If
you work in a niche market, search online to see where your
competition or similar organizations or professionals have
online profiles and view their pages. That way you can make
note of what you do or don’t like about their profiles, and
what seems to be working for them as they interact with
their customers.
Most importantly, if you need help, find someone to help
you. It may be hard to admit that you need help with all this
technology, but biting the bullet and asking for assistance is
much better than the potential of ruining your professional
or business online reputation.
About the Author
Pam Lontos is the author of I See Your Name
Everywhere: Leverage the Power of the Media to Grow your
Fame, Wealth and Success. She is president of PR/PR, a
public relations firm that has recently placed clients in The
Wall Street Journal, Cosmopolitan, Forbes, and USA Today.
As the former VP of Disney’s Shamrock Broadcasting,
she knows how to get you great publicity to boost your
business. Call for a free consultation at 407-299-6128,
or e-mail pam@prpr.net. Sign up for a free publicity tips
e-newsletter at www.prpr.net. n
PARTNERS Summer 2011 15

MANAGEMENT
Snow Storms, Floods, Tornados, Earthquakes, Heat Waves,
Hurricanes … 2011 Has Seen ‘em All!
So … do you have an emergency plan? By Nancy Arnold
16 PARTNERS Summer 2011
Natural disasters, starting in
late 2010 and surging well
into 2011, have been plentiful.
First there were unprecedented
snow storms throughout the
northern and eastern states.
That led to devastating spring
floods throughout the midwest.
Tornados tore through the
Heartland, bringing unprecedented
destruction.
As summer heat dried up the
sodden soil, earthquakes rumbled
through the Washington D.C. area,
creating havoc in government,
business, and personal lives. Before
the broken glass was swept up,
Hurricane Irene roared up the
eastern coast from North Carolina
to Vermont, causing transportation
snarls world-wide, crushing homes and
cars with uprooted trees, and washing
away roads and bridges.
Some three dozen people were killed,
and scores were separated from their
family and neighbors. Untold numbers
of businesses were destroyed or shut
down for weeks.
That brings up the question: do you
have an emergency plan? And not just
for your home and family, but for your
business and employees?
In a July 2011 Gallup poll of 600
business owners nationwide, only
31% said their companies were wellprepared
for natural disasters. More
than half said they weren’t concerned
about the impact of disasters on
their business.
While entrepreneurs are famous for
taking risks – sometimes needlessly –
when it comes to dealing with Mother
Nature, erring on the side of caution
might be the smarter move.
Two areas that a prudent business
owner should focus on when preparing
an emergency plan: the mechanical
and the human.
Check your company insurance
policy. What coverage do you have
for floods? For earthquakes? For
wind damage from tornadoes and/or
hurricanes? Do you need special riders
for the more anticipated weather
events in your region?
While you have those policies
out, make copies or scan them,
along with your financial records,
and store them off-site. Carbonite
(www.carbonite.com) is one of several
options for you to consider for safe
storage of your records.
If your current location is damaged
or destroyed, do you have a Plan B?
That is, do you have arrangements
made for a temporary location,
continued on page 17

continued from page 16
complete with telephone and data systems? Have you arranged with an
out-of-area fellow franchisee or printer to handle your production work until
you are back in operation?
Do you have a duplicate of your customer records (see Carbonite), along
with full contact information, so there is no disruption in your ability to
communicate with your customers?
Do you have a complete (and updated) employee contact file so you can
get in touch with each of your employees to (1) make sure they are safe; and
(2) communicate with them about when and where the business will be
operational? This should include contact information with a next-door neighbor
and family members.
Do you have a complete and updated vendor contact file? Without your
vendors and service providers, you will be hard-pressed to continue your
business efficiently.
Do your employees have complete access to your contact information, including
a neighbor’s information, perhaps family member contact information?
Now that you know some of the questions – many of which probably don’t have
satisfactory answers – you can create an action plan.
Remember the fire drills in grade schools? Your action plan will work that same
way. Draw it up, walk through it. Get input from your staff and refine it. Walk
through it again. Then set up a regular schedule to practice your Disaster Drill …
just like in grade school.
The most important element of your Disaster Plan is communication.
You must communicate the plan with your staff, and make sure a printed copy
of the plan is readily accessible in your business. Provide a copy on a thumb drive
for you and each employee.
Talk to your vendors, first to update your file, but also to enlist their aid. Maybe
they have resources to contribute to your plan.
Let your customers know that you have a Disaster Plan. In fact, make it part
of your marketing plan. Their business will be disrupted, too, and it will be
comforting to them to know they can rely on you to replace lost documents, or
to print temporary documents for them in case they have to relocate.
And, in the event that you have to activate your Disaster Plan, remember to
bring your team members together afterward and get specific feedback to
three questions:
• What went well?
• What didn’t go well?
• What and how can we improve?
Finally, keep your Disaster Plan updated, and don’t be lulled into a false sense of
security. Just because you haven’t had a flood in six years doesn’t mean you won’t
have one next week.
Always be prepared. That works for the Boy Scouts of America – and they’ve
been going strong since 1910. n
continued from page 11
Durable Tech Cases
Otterbox (www.otterbox.com)
has cornered the market on
hardcore cases for phones, e-readers,
laptops and just about everything
else that can be dropped, smashed
or end up in water. They also have
a stellar reputation for quality
customer service, which means
seniors don’t have to deal with
smarmy, unhelpful responders.
Online Shopping
Shopping the e-commerce way is
so much faster and easier for those
facing diminished capacities. Plus,
the selections are much larger, it’s
often also possible to find better
prices, and free shipping codes
(www.freeshipping.org) bring
your purchase directly to the
door without a delivery fee. Isn’t
technology wonderful?
About the Author
Kate Forgach is a seniorconsumer
expert for Kinoli Inc.
(http://www.kinoliinc.com). She
has written about senior issues
for 11 years as a Cooperative
Extension specialist and for a
wide variety of newspapers and
magazines. She has been featured
in USA Today, Detroit News,
New Orleans Times-Picayune,
New Yorker magazine, ABC World
News, NBC’s TODAY show, and
many other media outlets. n
PARTNERS Summer 2011 17

MANAGEMENT
Is Your Employee Ready to Be a Manager?
By Deb Thompson, TG & Associates
When a managerial position opens up, it is usually
an opportunity to move a top performer into the
position. No one would argue that promoting from within
sends a strong message to the rest of the company about
investing in people and cultivating management talent.
Unfortunately, when it comes to actual qualifications,
current job performance is given greater weight than the
competencies required for a managerial position – most
notably, management traits and/or experience.
The fact that individual job performance and management
are two entirely different sets of competencies too often
gets ignored. Before you know it, you have someone in the
position that doesn’t know the first thing about managing a
group of people.
Dr. Laurence Peter, in his popular book, The Peter
Principle, states, “in a hierarchically structured
administration, people tend to be promoted up to
their level of incompetence.”
The principle is based on the
observation that in such an
organization new employees
typically start in the lower ranks,
but when they prove to be
competent in the task to which they
are assigned, they get promoted
to a higher rank. And usually the
higher rank can only be achieved in
a managerial position. This process
of climbing up the ladder can go
on indefinitely until the employee
reaches a position where he or she
is no longer competent. At that
moment, when it is too late, the
failure of the promotion process is
finally recognized.
What seemed like
such a great idea is now
a nightmare. Where
do you go from here?
Having the wrong
Deb Thompson
person in management
could actually destroy a
department or even an entire company. But what can you do
now? One option is to hope that the new manager becomes
so frustrated and fed up being in a position they know they
are struggling with that he or she will quit. Another option is
that the manager bides his or her time until they accumulate
enough “evidence” to withstand a lawsuit and then terminate
the person. A third option is the offering of a mutually
agreeable severance package to expedite the entire process.
In this case it would be wise to have this person sign a waiver
that no future lawsuits would be filed.
In any of the above scenarios the end-result is that you
have lost a person whom you
considered a top performer at
one time because you promoted
them to a role for which they
were not suited. Many companies
have recognized this dilemma by
creating two career paths: One
path is for managerial growth;
the other is for an individual
contributor. Both offer similar
pay grades and salaries, therefore,
it is not necessary for them to
become a manager to advance
within the company.
But how can you do a better job
of preventing the “Peter Principle
Syndrome” from happening to
18 PARTNERS Summer 2011

you when you have a manager opening and you want to
promote from within?
First you should analyze the individual’s personality. It
has been proven that good managers have certain personality
traits that help them to be more successful in delegating,
communicating, multi-tasking, follow-through, etc. Not all
people naturally have these personality traits. In order to
find out a person’s strengths and weaknesses for the position,
conduct a personality profile analysis of the individual
you are considering promoting prior to offering them the
job. If they do not appear to have all the qualities you are
looking for, at least you will be aware of the weaknesses
and know where you will need to do additional training
and coaching. For more information on the DISC System
that I recommend, go to: http://www.tgassociates.com/
products/_allproducts.asp.
Next you should find out if the person you are considering
promoting has the mental ability to take on additional
responsibility. To find this out, I recommend using the
Wonderlic Personnel Test. There are established minimum
acceptable scores for a manager’s position. You would want
to use these benchmarks
to compare your current
person against. Many times a
company spends a lot of time
and money training someone
to take on more work and/
or responsibility and it never
quite works out because
they didn’t have the mental
ability to actually do the
job. On the other hand, you
may be pleasantly surprised
to find out that you have a
person who is very smart
and definitely worth the investment of time and money. The
Wonderlic test that I recommend consists of 50 questions,
takes 12-minutes to complete, and is a very accurate measure
of a person’s general intelligence. For more information go to
http://www.tgassociates.com/products/_allproducts.asp.
If the Personality Profile and the Wonderlic Personnel
Tests give you positive responses, then you can feel more
comfortable moving ahead. Below are some questions
to think about to be completely sure the candidates are
management ready:
Are they ready to:
• Act more like a coach than a player?
• Step out of the limelight and let their employees
get the glory?
• Handle paperwork and details?
• Organize themselves and their employees?
• Be self-motivated and be able to motivate their
employees?
• Spend most of their time planning and analyzing
others’ tasks rather than doing?
• Listen to complaints and resolve their employee’s
problems?
• Handle personnel issues and possibly fire someone?
Although every organization should continually work to
reward top performers, promoting them to management
is not always the right answer. Organizations will be better
served to come up with more creative ways to reward top
performers, while keeping the management positions for
those who exemplify the
attributes in the testing and
in the checklist above.
About the Author
Deb Thompson,
President of TG &
Associates, is an
international speaker,
consultant and author.
Prior to establishing TG &
Associates in January 1995,
she owned and operated a
successful printing company
for over 17 years. Her experience as a business owner
has honed a leadership style endorsed by progressive
management experts and has given her the insight to
develop indispensable business tools designed from an
owner’s perspective. n
PARTNERS Summer 2011 19

MANAGEMENT
Should Your Spouse Be in Your Business?
By Jane Chatzky
When it comes time to expand your small business, it
seems natural to look to your spouse or partner. After
all, he or she is probably already the person you turn to when
you need some extra help, whether that means bouncing
ideas back and forth or answering the phones when things
get a little too crazy.
But what about when your spouse’s entry into your venture
has less to do with wanting him or her onboard, and more
to do with the economy? For example: One spouse has
a growing small business, the other a full time job. Then
come the lay-offs, and all of a sudden the full-time spouse
is unemployed. He or she tries to find another job but with
no luck. So out of desperation, a genuine desire to help, or
both, he or she ends up joining your business. Sometimes it
works out, but often it doesn’t, says Jean Charles, a business
coach and the author of Couplepreneurs: Prosperity Through
Partnership.
“The reason your
spouse wants to
join your business
is really important,”
says Charles. “A bad
reason is if they’ve
lost their job and are
desperate because they
can’t find another one.
If the business can’t
support both of you,
or it’s something that
only you are interested in, then your spouse joining out of
necessity is really a bad idea.”
What are good reasons? The business is growing fast
enough to support both of you. You’re both committed to
it. And you’re both interested in the work. If your business
suddenly starts taking off, and your spouse has skills you
need, there’s no reason
a working relationship
can’t work out –
provided you follow a
few rules:
Pretend you’re not
Jane Chatzky
married– at least at the
beginning. Whether you’re
forming a partnership or one of you is clearly the boss, you
want to treat this like any other work arrangement. It will
help to have an organizational chart or other document that
details each of your responsibilities. It will keep you from
allowing yourselves – or each other – to slack off.
Leave your work at the office. This is hard for any small
business owner, but it’s particularly hard when you’re
working with your spouse (or even another family member).
“You need to have boundaries
between your business and your
home life. Some people don’t
function well at night, and you don’t
want to talk about business over the
dinner table. (Others don’t want to
start working until they get to the
office – even if it’s a home office –
in the morning.) So have regular
business meetings during business
hours to discuss business issues,”
says Charles. And your bedroom?
Make it a business-free zone.
Make sure your relationship is stable. It almost goes without
saying, but you’re probably not going to have a good working
relationship if you don’t already have the foundation in a
strong marriage. If your marriage is already rocky, working
together could easily push it over the edge, so you – both
– need to be really honest about where you stand. “You’re
20 PARTNERS Summer 2011

going to have
conflicts, but you
need to be at a
place where you
can exchange
ideas and talk
through any
problems,” says
Charles. If you’re
not there yet, work
on your personal
relationship for now – the business side of things can wait.
Take a backseat. This piece of advice is for the spouse who
is joining the business. Trouble generally starts brewing
when you come in and try to make changes, or criticize the
work that was done prior to your involvement. That’s not to
say you can’t make suggestions or improvements – that’s at
least part of the reason why you’re there – but initially, sit
back and take some time to really learn how things work
before you start making changes.
Make your relationship the priority. If things fail – and
you should be realistic about the fact that they might – put
your relationship first, even if it means that one of you has
to break away and get a different job. And if you need a
little impartial assistance, don’t be afraid to contact an
outsider: a business coach, mediator, or family therapist
will do the trick.
About the Author
Jean Chatzky, award-winning journalist and bestselling
author, is the financial editor for NBC’s “Today,” a
contributing editor for More magazine, and a columnist
for The New York Daily News. She is the author of six
books, including her newest, MONEY 911. Check out
Jean’s blog at http://www.jeanchatzky.com. You can also
follow her on Twitter and on Facebook. n
“The most successful people are
those who are good at Plan B.”
– James Yorke,mathematics and physics professor
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© Copyright 2011 Hewlett-Packard Development Company, L.P. The information contained herein is subject to change without notice.

BUSINESS
Your Annual Business Review
By Leah White, ICED
What should your business look like in 2012? Where do you want to take your
business in 2012? Higher sales, higher profit margins?
Whatever your goals for 2012, you will need new strategies. That means you will
need to embrace marketing strategies (e.g. QR or other similar codes); social media –
LinkedIn, Facebook, Twitter, Google+; blogs, web design, and database management for
your customers. Or maybe you are considering acquiring another company.
Leah White
But in order to know where you are going … you will need to plan.
Elements of your plan should include reviews of your business financials, equipment and facility, sales and marketing,
and personnel.
• Payroll expenses – 25% or less
• Operating profit 18 – 20%
• Sales Per Employee (SPE) – minimum of $135,000
• Paper – 10%
– “Paper Costs should rarely exceed 10% of sales,”
says John Stewart, “regardless of whether you are
primarily offset or digital.”
Sales Mix
• Review and analyze the changes in your sales departments.
– This effects your equipment and staffing needs.
Financial Benchmarks
• Compare your financial numbers to benchmarks.
• Determine where opportunities are to decrease expenses
and increase profits.
• Use benchmark numbers to write your 2012 plan.
– Printers’ benchmarks are:
• Cost of Goods Sold – 23% or less
Staffing and Personnel
• Do you have the right talent in the right positions to
take your business to higher levels? (see articles on
Page 18 and 20)
Vendors and/or Contracts
• Ask for better pricing.
• Shop alternate vendors to get higher margins, better
products, and service.
Business Expenses
• Line-by-line review to determine if reductions can
be made
• Compare business insurance rates, telephone and utility
rates, credit card processing fees, bank service charges,
and so on.
22 PARTNERS Summer 2011

Business Standards
• Utilizing quality control checklists prevent errors.
– John Giles says “Establish simple standards for how
customers should submit files”.
Premises Lease
• Start looking for new space or lease negotiations
with current landlord at least one year prior to lease
termination.
QuickBooks – Year End Checklists
• A few of the 20 critical areas to review:
– Print your year-end financial reports, which
should include:
• Profit & Loss Statement
• Balance Sheet
• Accounts Receivable Aging
• Accounts Payable Aging
• Budgeted vs. Actual
– Prepare the budget for the new year
– Ensure you have a regular backup process that includes
verifying the data to help minimize any data loss.
• Archive and back up data.
– Carbonite (www.carbonite.com) will save you
heartache in the event of any number of data
catastrophes (see article on Page 16).
• Conduct a physical inventory count and record
adjustments within QuickBooks inventory.
Equipment Review
• Ask yourself these questions:
– Utilization
• Am I using each piece of equipment to capacity?
• Do I need to promote the service I can produce with
this equipment?
– Plan for Upgrades
• Does my equipment produce a great quality product?
• Is there demand in my marketplace for higher
quality prints?
• Will I achieve higher margins with new equipment?
• Will I be able to offer newer services and sell my
product to other industries, e.g. scanning and
archiving, etc?
– Maintenance Plan
• What is my current maintenance plan on my
equipment compared to what is being offered in the
marketplace today?
• Monitor monthly billings to determine if you are
billed according to the amounts in your contract.
Business and Marketing Plans for 2012
• Dust off your old Business and Sales & Marketing Plans
and write down new strategies for 2012.
– What will your new revenue sources be?
• Creative marketing services
• Personalized variable printing
• E-mail marketing campaigns
• Marketing mailing services
• Large format
• Promotional products
• Web design?
– What tools will you need?
So, what will your business look like in 2012? That’s
up to you.
Now is the time to take those plans out of your head
and put them down on paper. Templates are available
on the O-Net under Business Tools>Spreadsheets and
Worksheets>Business Planning for Established Centers.
This Business Plan template also includes a section on
preparing your Market Plan. You might consider completing
the Business Profile Worksheet found in that same section;
it gives you a very complete analysis of your business – an
annual checkup.
Maybe it’s time for you, your spouse or partner, and maybe
a couple of your key employees, to plan a weekend business
retreat. Pack up all the materials you’ll need, pop a new
battery in the laptop, and then, the next time we ask “what
will your business look like in 2012?” you’ll have an answer.
About the Author
Since 1993, Leah has guided numerous center owners
through understanding the impact financial statements
have on their business. She has participated in more than
40 focus groups, providing insight and understanding
that converts numbers on a page into meaningful
management tools. n
PARTNERS Summer 2011 23

PARCEL PLUS
Time to Get Ready for the Holiday Shipping Season
By Nancy Arnold
Temperatures across the 48 states remain unseasonably high, but the
calendar says that it’s time for anyone involved in the pack-and-ship
business to get ready for the holiday shipping season.
On page 25, you’ll find a handy checklist to help you get ready, along with
a list of supplies and the most popular box sizes you’ll need to have on hand.
Look to your right and you’ll find a recipe for Parcel Plus Punch, thanks to
Parcel Plus and Kwik Kopy Printing owner Bess Scott, from Spring, Texas.
Serve this punch for customer open house events, or for your employee
holiday party.
But “getting ready” for the holiday shipping season is more than ordering
supplies and hiring extra employees. It’s a mental exercise as well. In times
past, December sales might have accounted for 15-25% of the total year’s
sales. That figure dropped considerably over the past couple of years, although
December sales were still much higher than any of the other 11 months. Where
some owners might have hired several extra employees pre-2008, the need was
much less last year.
Your shippers are also more prepared this year: they shopped – and
shipped – earlier than in years past. They aren’t as likely to rush in to your
store at the last minute and tell you “this package has to get there, no matter
how much it costs!”
That means you are going to have to reach out to your customers sooner than
you have before. Post your shipper calendars in prominent locations.
Start putting out your holiday retail items in attractive displays.
Make your holiday boxes and wrapping paper visible.
Now is also the time to put out your boxed holiday
cards, and it won’t be long before it’s time to load
your spinner racks.
If you and your staff “get ready” – physically
and mentally – for the holiday season, then
your attitude may carry over to your
customers. You could just help
make the 2011 holiday shipping
season a good one! n
For those holiday open house events,
here’s a quick and easy punch to
make ahead and serve.
Parcel Plus Punch
Bess Scott
Parcel Plus 211 (and Kwik Kopy 414!)
Houston, Texas
2 – 3oz. pkgs. of Lemon Jell-O®
1 to 1-1/2 – c. sugar
3 – cups boiling water
1 – 46 oz. can of pineapple juice
1 – 12 oz. can of frozen lemonade
1 – 12 oz. can of frozen orange juice
1 – 1 oz. bottle of almond extract
1 – 2 liter bottle of Sprite®
Combine gelatin, sugar, and boiling
water. Stir until gelatin is dissolved.
Add pineapple juice, lemonade, and
orange juice (adding water that each
calls for); add almond extract. Mix
well and freeze. To serve, partially
thaw and add Sprite.
Make several days ahead so it can
freeze!
24 PARTNERS Summer 2011

PARCEL PLUS
Parcel Plus Holiday Checklist
Begin, at the very latest, at the beginning of November
q Estimate December sales
q Do physical inventory count
q Estimate December inventory needs – prepare
a list
q Place inventory orders – don’t run out of
basic supplies!
q Estimate and budget December labor and other
expense items
q Order carrier supplies and other items needed
from prep list
q Buy fun items for you and the staff to wear
during “the season” – reindeer ears, jingle bells, etc.
q Buy CDs of holiday music to play (quietly!) in the
background – Jingle Bells, Jolly Holiday, etc.
q Arrange any community service involvement
q Arrange advertising
q Order any greeting cards and/or gifts for
customers and vendors
q Arrange holiday employee hiring advertising
q Stock employee hiring forms
q Stock plenty of Federal, State, and INS
(Immigration and Naturalization Service) forms
q Post holiday hiring signs
q Post holiday hours
q Decorate (tastefully) with tinsel; perhaps have a
seasonal sign painted on the windows
q Sign and address greeting cards to customers
and vendors
q Have maintenance performed on fax, copiers,
and other equipment
q Arrange employee holiday party
q Arrange employee meeting; prepare agenda
q Buy any employee extras, such as juices and
sodas, and have onsite
q Prepare work schedules for the upcoming
weeks – post each week at least five days in advance.
q Post carrier delivery time signs at beginning season
q Send greeting cards and/or gifts to customers
and vendors
q Purchase any special driver gifts for UPS, FedEx,
USPS, or other regular carriers
q Decide on employee bonuses (can delay decision
until toward end of season)
q Prepare closing signs and have ready to display for
Christmas and New Year’s Day
q Schedule year-end physical inventory
Supplies Checklist
Box Inventory
q Peanuts! Peanuts! Peanuts!
q Sticky notes
Retail
Packing
q Bubble wrap
q Register tape
q Shipping labels
q Copy/Fax paper
q Staplers and staples
q Tape – counter and packing
q Extra tape dispensers
q Binder clips – medium & large
q Tape measures
q Knife cutters
q Blank sales receipts
q Shipping price grid
q Holiday greeting cards (for gift
enclosures & impulse buy)
q Shipping envelopes
q Shipping Boxes
8x8x8
12x12x12
18x12x12
18x18x18
18x16x10
21x14x6
16x11x5
24x12x12
22x22x19
30x24x19
26x26x22
26x18x6
24x24x24
PARTNERS Summer 2011 25

HEALTH & WELL-BEING
Simple Food Swaps for Healthy Holiday Eating
Maybe you’ve been able to drop a few pounds recently
or hold your weight steady by eating more healthfully
and exercising a bit.
Are you worried that
seasonal indulgences
might sabotage your
efforts? You’re
not alone.
The holidays are
coming, and you know
what that means – sit
down dinners with
heaping platters of
meat, gravy, and
sauce-laden vegetables,
and buffet tables so
filled with cheese-topped appetizers, mayonnaise-soaked
salads and rich desserts that you can’t see the tablecloth
underneath. Gifts of irresistible candy, cookies, pies, and
cakes add to the temptations. No wonder our best intentions
to eat in moderation crumble faster than fresh gingerbread!
De-stress for success
Does it have to be this way? There are scientists who say
it doesn’t, but only if you keep a careful notebook record of
every morsel you eat. Just imagine how much fun you’ll have
at holiday parties, balancing a plate and drink while you try
to scribble, “one pig, no blanket, extra mustard.” Forget the
notebook and de-stress to help keep holiday eating healthy,
advises Jo-Anne Rizzotto, M.Ed., R.D., L.D.N., C.D.E.,
a registered and licensed dietitian at the Joslin Diabetes
Center, Harvard Medical School, Boston. “Take time for
yourself, even for just a few minutes,” she says. “Make the
holidays a conscious thought.” By doing a little pre-planning,
“you may be able to make different decisions.”
Evaluate your traditional family favorites and decide to
serve just the must-haves this year. Then perform what
Rizzotto calls “recipe
reconstruction” to
lighten the ingredients
in each. “Alter the fat
or sugar content a bit,”
she says. That reduces
calories and “you
can still make them
taste good.”
A few ideas for turning popular
holiday foods healthier:
• Use olive oil and herbs instead of cream or cheese in
veggie dishes.
• Make green bean casserole with low-fat or dairy-free
sour cream.
• Replace sausage, white bread, and butter in stuffing with
nuts, whole grains, and broth or water (if you can’t give up
the sausage, opt for the turkey or chicken version).
• Choose sweet potatoes with cinnamon and spices (maybe
add a drizzle of agave nectar) over scalloped white ones
with butter and cream.
If you’re worried about your guests’ reactions, Rizzotto
adds, “find an ally in the family, someone who can support
your approach.” With your sister or cousin backing you up,
it may be easier to make changes.
26 PARTNERS Summer 2011

Emphasize the good stuff
Recent research shows
what we’ve all long known,
that fruits, vegetables and
whole grains are great for
our bodies. For your festive
recipes, choose foods that
do more than just taste
good. For instance, pecans
and other nuts rich in
monounsaturated fat lower
bad cholesterol, while
peanuts reduce gallstone
disease risk in women.
“Nuts are a far better
snack than fat-free pretzels. You’re getting antioxidants,
which are better for you than a mouthful of starch,” says
nutritionist Lauren Swann, M.S., R.D., co-author of the
Black Family Dinner Quilt Cookbook (Tradery House, 1993).
Be sure to buy unsalted nuts, she recommends, or
you may have trouble controlling your snacking.
Cranberries, blueberries, and lingonberries are strong
antioxidants and have cancer-preventive action. Broccoli,
cauliflower, and other cabbage family vegetables also
reduce cancer risk. Even chocolate and cocoa may benefit
your cardiovascular system.
Just don’t bury good foods under fats and sugar. Swann
loves sweet potatoes, which are rich in vitamin A, betacarotene,
and potassium. But she sees no reason to add
cream, sugar, and marshmallows to them, as many family
holiday recipes do. “Sweet potatoes are naturally sweet,”
Swann says. She bakes hers, then slices and sprinkles them
with salt-free lemon pepper or cinnamon.
Eating at home
When you’re in charge of the menu, you can call the shots:
• Cook the stuffing outside the bird to lower fat content.
Add chopped spinach and spices such as fennel or sage
instead of meat.
• Season cooked broccoli, collard greens, and asparagus
with fresh lemon juice or fresh herbs.
• Purée potato-and-vegetable mixtures to use instead of
cream sauces.
• Let drippings cool in the refrigerator; skim off the
hardened fat on top before making gravy. If you’re short
on time, use a special gravy-separating cup or canned
fat-free gravies.
• Stop by the supermarket for quick and healthy prepared
foods: cut-up vegetables, salsa, low-fat dips and baked
whole grain chips. Skip the potato and macaroni salads.
• Love to bake? Make a small batch and share, so goodies
don’t stay around the house for long. If your idea of a
happy holiday includes a bake-fest with relatives or
friends, don’t go overboard. “Female bonding doesn’t
have to be over 12 dozen different cookies. Pick out
one or two types,” says Swann. “You don’t have to be in
the kitchen all day.”
• Eat breakfast. People who lose weight and keep it off eat
breakfast every day.
• Take a walk before the guests arrive or after meals.
Give yourself the gift of a little time to think, relax,
and rejuvenate.
On the town
As a guest, you can make healthy choices and still have a
great time:
Going to a party? Have an apple or a cup of soup while
you’re getting ready. Don’t skip meals beforehand, thinking
you’ll “bank” all your calories for the main event. Instead,
“you’re so hungry that it takes more food to fill you up,”
Rizzotto says.
• Socialize away from the buffet table or the bowl of chips.
• Use a small plate. Put your food on it instead of nibbling
right from serving trays.
• Think portion control, not deprivation, even with dessert.
Take a moderate spoonful or narrow slice of foods you
want to try.
• Drink sparkling water, plain, or flavored with a splash of
orange or cranberry juice.
• Avoid alcohol. It adds calories and may lower your
resistance to overeating.
continued on page 28
PARTNERS Summer 2011 27

INSPIRATION
The Station
By Robert J. Hastings
Tucked away in our subconscious is an idyllic vision.
We are traveling by train – out the windows, we drink
in the passing scenes of children waving at a crossing, cattle
grazing on a distant hillside, row upon row of corn and
wheat, flatlands and valleys, mountains and rolling hillsides
and city skylines.
But uppermost in our minds is the final destination.
On a certain day, we will pull into the station. Bands
will be playing and flags waving. Once we get there, our
dreams will come true and the pieces of our lives will fit
together like a completed jigsaw puzzle. Restlessly we
pace the aisles, damning the minutes – waiting, waiting,
waiting for the station.
“When we reach the station, that will be it!” we cry.
“When I’m 18.” “When I buy a new 450sl Mercedes Benz!”
“When I put the last kid through college!” “When I have
paid off the mortgage!” “When I get a promotion!” “When
I reach retirement, I shall live happily ever after!”
Sooner or later, we realize there is no station, no one place
to arrive. The true joy of life is the trip. The station is only a
dream. It constantly outdistances us.
“Relish the moment” is a good motto. It isn’t the burdens
of today that drive men mad. It is the regrets over yesterday
and the fear of tomorrow. Regret and fear are twin thieves
who rob us of today. So stop pacing the aisles and counting
the miles. Instead, climb more mountains, eat more ice
cream, go barefoot more often, swim more rivers, watch
more sunsets, laugh more, cry less. Life must be lived as we
go along. The station will come soon enough.
All Rights Reserved, Robert J. Hastings Estate, www.robertjhastings.com
continued from page 27
• Put down your fork while the evening is still young.
Late-night eating gives you less of a sense of fullness
than eating earlier in the day and can result in a larger
daily food intake.
Bring a healthy dish to share that you also enjoy eating.
That way, you’ll have an alternative if the table is loaded with
high-fat foods.
Keep your perspective
Even if you slip up once or twice, it’s not the end-of-theworld,
or the end of your ability to make wise eating choices
again. Balance low- and higher-calorie foods, set your own
traditions with healthier recipes, take short walking breaks
for yourself, and you’ll have fun this season.
28 PARTNERS Summer 2011
“Holidays are a good thing ... They’re not just about eating”
Swann says. “They’re about getting together with the people
we love.”
For more information on the health topics mentioned in
this article visit the HealthyWomen.org areas below.
Weight Management: http://www.healthywomen.org/
condition/weight-management. Healthy Living: http://
www.healthywomen.org/ages-and-stages/healthy-living/
diet-and-nutrition. Diet and Fitness Center: http://www.
healthywomen.org/healthcenter/diet-and-fitness. n
“Your future depends on many
things, but mostly on you.”
– Frank Tyger

AWT – Houston
Brian Gay
brian@awthouston.com
17477 Village Green Drive
Houston, Texas 77040
713-896-9008
Fax 713-896-7190
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Richard Armstrong,
General Manager
richard@awtkc.com
Don and Marcia Eikel
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