What change have you made to your marketing strategy in the last three months that made the biggest difference to your results?

We asked our community this question for the current issue of our Women in Business eNewsletter. A compilation of these answers was published for our community of women across Australia to learn from. Click here to read our current newsletter, and click here to read the answers we received.

Please let us know your thoughts, and add a comment here.

Do you speak English? Communication tips for business owners. (PART 1)

As any new migrant will tell you, the inability to communicate effectively can get in the way of opportunity. No matter how clever you are, communication attempts can be thwarted by the lack of skill to communicate well and get your message across.

Communication skills are  more important today than ever before.

And, communication barriers go beyond language barriers. Let’s assume you speak English well. You may not be the next best-selling author, or Tony Robbins, but you have a decent command of the English language. You’re good at what you do and you want to grow your business.

But, nobody’s listening, nobody’s buying.

What’s happening?

Do you speak English?

My mum arrived here from Greece aged 15. She spoke no English and, like many migrants new to a country, struggled for a long time to be understood.

Some migrants, like her, moved to neighbourhoods with like-speaking people, worked in factories where their native language was spoken, mingled only with others from their own culture. No doubt their progress with the English language was slow.

Mum wanted to learn the language of her new country - to be understood.  So, when my brothers and I were in school and she finally had some time to herself, she went off to English classes and while we kids would at times giggle at her attempts at words (English is a HARD language) she persisted. She wanted to be understood. I didn’t realise, at the time, the persistence this took.

Communication today

Doing business today requires you to be able to communicate better and differently than ever before.

Technology has given us many tools with which to communicate. But the tools themselves don’t make us good communicators. The mastery of one or many, could however make you a market leader.

Over the next few weeks I’ll post about the effective use of of my favourite communication tools for business.

Here’s my position on Communication:

Communication is a skill.

It can be learned, improved, mastered. By anyone. Yes, including you - regardless of your level of schooling.

Tools do not make you good.

Communication tools like blogs, podcasts, emails, newsletters, videos, webinars, seminars etc. are TOOLS. Their use, alone, does not make you a master of them.

In my opinion:

• A bad podcast COULD be worse for your business than no podcast.
• A bad webinar COULD be worse for your business and reputation than NO webinar.

The key to more effective communication is to take action AND to get education and improve your skills. For example:

• If you’re going to blog, get some basic training.
• If you’re going to podcast, then get some honest feedback on your voice and some voice training.
• If you’re going to do seminars, then please, please, get some presentation skills.

You get the picture?

The big opportunity

Those who commit to master of their communication will win the hearts and minds of their customers, staff, allies and community.

If you’re up for the ride, then let’s go.  Next week’s post: Basic Communication Tools to Grow Your Business

Cheers
Suzi

New iPhone app means you only need to print 1 business card.

Apple took out a full page ad in today’s paper to promote a number of their iPhone apps that are good for business.  One application stood out to me, and it could save you a whopping amount in printing.

Possible Scenario at your next meeting:

PROSPECT: “Do you have a business card?”
YOU:  “Sure.”

Then…

• You produce a card (or something glamorous made from long-lasting plastic, platinum etc. with all your details - including your Twitter handle!)
• Your contact takes a photo of it with their iPhone (what else would you use, really?).
• Your details are now in their phone.

No paper, no waste.

The Business Card Reader allows you to take the photo of a business card on your iPhone (or Blackberry). It then ‘reads’ the data and enters the details into your address book.

So, no scanning, data entry, or piles of business cards stashed in drawers.
Now all you need is one business card and friends and colleagues with iPhones.

I’ll be getting the app.

Suzi

Useful resources from Ed Dale’s Internet Marketing Seminar

Last Friday to Sunday I attended an Internet Marketing seminar hosted by Ed Dale of 30 Day Challenge fame. You may know Ed from Internet Marketing this Week, an almost-weekly podcast that I highly recommend if you’re interested in what’s new in new media and technology.

The 200, or so, participants enjoyed both local and international speakers on the subjects of outsourcing, content development (including using video), search engine marketing, business best practise, using offline marketing to drive customers online and blogging. All good, practical, information.

The highlight for me was the ‘hot seats’ where brave participants nominated their website for review by an expert panel.

I was lucky enough to be chosen and as a result got great feedback that I’lll start to implement this week at the Australian Businesswomen’s Network website.

The Twitter tag of the weekend was #30dchome. I thought you may be interested in looking it up - as you’ll find that participants posted highlights from the program as well as some handy links.

The 30 Day Challenge

You may have heard me speak about The 30 Day Challenge before. It’s a free, annual program, that is designed to get you online and doing business. Last year over 30,000 people participated. I’m sure it’s coming again in 2010.

I’ll post something when dates are released but in the meantime you can keep in touch with news by:

• Subscribing to Internet Marketing this Week on itunes
• Following Ed Dale’s page on Facebook
• Following Ed Dale on Twitter

Additional Resources

• Guest speaker Lynn Terry (Affiliate Marketing)
• Guest speaker Leslie Rodhe (SEO)
• The fabulous Market Samurai tool

Cheers,

Suzi

A Fashion Designer’s Planned Success - Interview with Leona Edmiston, Australia’s Frock Queen

One of the things I enjoy most about my role at the Australian Businesswomen’s Network is that I get to  interview inspiring businesswomen and entrepreneurs.

This month I interviewed Leona Edmiston, who is best known as Australia’s Leading Frock Queen.

Leona Edmiston began her career in the 1980s with her first fashion label, Morrissey Edmiston shared with former business partner Peter Morrissey.

In 2001 Leona launched her solo label with business partner Jeremy Ducker and they formed the present company. The label, entitled ‘Leona Edmiston’ is a tribute to the dress in all its incarnations.

A Leona Edmiston Frock is elegant, versatile and ageless. [I know I've owned a few over the years.]

The Leona Edmiston brand is sold in 18 signature boutiques, concession stores in Myer department stores.

Due to great success of her beautiful frocks Leona Edmiston’s label extended into a range of dresses for the little ladies ‘Little Leona’, sleepwear, accessories, her PINS hosiery, a Signature Fragrance and Candle.

In this interview we discuss:

• Why she established her fashion in a niche and has stuck to that niche
• How she keeps in touch with her customers needs and wants
• The importance of planning and working to deadlines

She also shares her three top strategies for success.

Enjoy this interview with Leona Edmiston.

More About Leona Edmiston

Leona Edmiston began her career in the 1980’s with her first fashion label, Morrissey Edmiston shared with former business partner Peter Morrissey. The Morrissey Edmiston label received significant local and international recognition and dressed a string of celebrity clients.

Leona launched her solo label with business partner Jeremy Ducker in 2001 and they formed the present company of Ducker Edmiston Pty Ltd. The label, entitled ‘Leona Edmiston’ is a tribute to the dress in all its incarnations. A Leona Edmiston Frock is elegant, versatile and ageless. The label celebrates the confident, urban woman. It exudes classic femininity, effortless style and chic, sexy sophistication.

Leona uses a variety of fabrics from her signature sleek jersey to soft luxurious silks and crisp cottons. Prints and colour blocks are a favourite. The fabrics compliment the style and flattering cuts of the Frocks, they allow for confidence during the day and sheer elegance during the evening, taking you from the ‘office to opera’ with ease.

The Leona Edmiston brand is sold in 18 signature boutiques, Westfield White city is the most recent Leona Edmiston boutique to open, and all boutiques interiors are a reflection of Leona’s personal style.

The White City boutique has a simple colour palette of satin slipper paint used with bronze mirror paneling and chinoiserie wallpaper. Frocks are positioned delicately around the store and accessories are displayed within internal wall panels. The changing room area is concealed behind a bronze mirror wall allowing customers full privacy. Red silk curtains are pulled back with vintage French tassels and a marble fire-place is positioned towards the back of the store with bronze framed paintings.

Due to great success of her beautiful frocks Leona Edmiston’s label extended into a range of dresses for the little ladies ‘Little Leona’, ‘Nighties’ a sleepwear collection, a diffusion line named ‘Leona,’ and has fuelled accessories collections including Eyewear, Heels, Purses, Leona Edmiston PINS, a Signature Fragrance and Candle.

With the addition of the London Boutique, Leona Edmiston has acquired many more devoted Leona Edmiston fans which include UK celebrities such as Jasmine Guinness, Olivia Inge, Daisy De Villeneuve, Brenda Blethyn and Kathy Lette to add to the list of previous fans such as Elle MacPherson, Geri Halliwell, Emma Bunton, Britney Spears and Kristin Davis.

Shop online at the Leona Edmiston store.

What Role Does a Business Plan Play in Determining Your Day to Day Business Activities?

We asked our community this question for the current issue of our Women in Business eNewsletter. A compilation of these answers was published for our community of women across Australia to learn from. Click here to read our current newsletter, and click here to read the answers we received.

Please let us know your thoughts, and add a comment here.

Beyond Business Planning - Revitalise your business strategy

National - 17 February 2010

Where are you now? Where do you want to be? And, how are you going to get there? These are the three questions all growing businesses must ask as they navigate new ground.

During this webinar we’ll explore the disciplines needed to revitalise your business strategy and give you new business ‘oomph’.

In this webinar, sponsored by GoToMeeting Corporate, you will:

• Learn how to gain better control of your business
• Learn the seven key focus areas for business growth
• Learn why strategic alignment is important
• Answer the five most important business questions
• Look beyond your plan to see the bigger picture
• Feel confident about your future direction

Your Speaker:

Monique Beedles - Teak Yew As an experienced management consultant and business adviser, Monique specialises in helping business owners turn their visions into reality. Through her company, Teak Yew, Monique works with corporate and small business clients to clarify their vision and values, and align their structure, systems, processes and people with their overall strategic direction. Monique’s qualifications include a PhD in Strategic Management and a Graduate Diploma in Creative Industries. She is a Fellow of the Australian Institute of Management, a Graduate of the Australian Institute of Company Directors, and a registered Member of the Institute of Management Consultants.

Event Details:

Beyond Business Planning - National

DATE: TIME: VENUE: PRICE:

Wednesday, 17 February 2010 10.15am for 10.30am - 12.00pm AEDST Your home or office. Start Up Members - $39 Growth Members - $0 - FREE Non-Members - $59 (*members: login to get your member discount.) Not a member? Join now and save all year. Take a look at our 2010 educational webinar outline.

Note: You will need internet access and a headset with microphone. Fee includes tuition. Call costs may apply if you do not use VoIP (Voice over Internet Protocol).

What is a webinar?

A webinar is a web-based seminar. To participate you will need high-speed internet and a USB headset (with microphone). Instructions will be sent to you on receipt of your registration.

Not a member?

Join today and you save hundreds of dollars each year on workshops designed to help you be more successful as a businesswoman. Membership is less than $1 a day! Learn More about Membership Now

Is this event right for you?

This event is suitable for women who are managing a business and those who are in the Growth stages of business.

The Business Growth Webinar Series This event is part of the Business Growth series of webinars which are free to those with Growth Member membership to the Australian Businesswomen’s Network. For details on the benefits of Growth Membership take a look at our Membership Comparison Chart. For details on other webinars - see the Events section on our website.

What’s Next?

Register through our secure online shopping system. Upon registration you’ll receive confirmation of your attendance. If you have any questions you can send us an email or, call 1300 720 120. you are a Growth member, remember to login to get free entry. If you’re a StartUp member please login to get your discounted entry to this webinar.

ABN meets Minister for Small Business - A review of top issues

As the peak representative organisation for female entrepreneurs and businesswomen in Australia, the ABN is in regular contact with politicians whose portfolios include areas of relevance to its members.

Last week, ABN Advisory Board member Susan Wareham McGrath met with the Honourable Dr Craig Emerson MP, Federal Minister for Small Business, to discuss issues raised by members in response to the ABN’s recent invitation to submit input to the agenda.

Dr Emerson and Susan discussed a range of topics including:

• Dr Emerson’s thoughts about the future of small business in Australia
• What the Rudd government is doing for small business
• Industries poised to grow in the short to medium term
• Programs and initiatives to support women in business and
• Trends Dr Emerson sees for small business during 2010

Overall, the message was a positive one.

Dr Emerson believes small business has a strong future in this country; and made a point of acknowledging the contributions made by SMEs to help the Australian economy through the downturn.  He mentioned in particular their retention of staff, which put a floor under unemployment in Australia, thereby contributing socially as well as economically, as the scourge of unemployment can last for a long time.

In terms of the contribution of the Rudd Government to small business in Australia, Dr Emerson discussed the impact the Government’s stimulus package has had on small business.  In this context, he highlighted the original cash payments, which helped stimulate the economy at a critical time by helping to avoid negative growth for two quarters in a row.  If not for the stimulus he said, economic analysis indicates that the difference would have been a recession

Dr Emerson sees retailing and tourism as growth industries.  They will be driven by our strong population growth, which is higher than expected, due to natural increase and our strong immigration program.  To remain competitive, Dr Emerson believes that retailers will need to develop innovative ways of reaching customers, particularly the youth market; and that business in general should not underestimate the digital revolution.

He predicted that tourism and associated industries will also grow over the next few years, with online tourism, to an extent, being one area in which we could do better, as our strong reliance on Australia’s natural assets has made us not as sharp as we could be in this area.  The tourist industry should take advantage of the digital revolution, to promote Australia strongly as a tourist destination - particularly to China and India, where economic growth is leading to the development of a large middle class, keen to holiday overseas.

While the Government does not plan to provide specific funding or programs to assist women in business, its new broadband network will enable home-based businesses, of which women run the majority, to reach far more customers, and consequently achieve greater growth.  In addition, the Government will continue to work to increase the economic context for small business to develop and focus on growth.

The main trend Dr Emerson sees for small business during 2010 relates to workforce issues.   Shortages of skilled staff will re-emerge in some states, particularly in Western Australia, where business organisations are already discussing staff shortages.  Consequently, the attraction of working in Western Australia will result in a shifting workforce from other states, with a flow-on effect of creating some shortages in those areas

The full transcript of Susan’s interview with Dr Emerson will be published in the Summer 2010 edition of our herVoice Business Briefing.

Suzi Dafnis
Community Director
Australian Businesswomen’s Network

How MentorNet helped retailer Sarah Ladyman overcome business challenges

Sarah Ladyman knew that her corporate job just wasn’t right for her. She had dreamed of running her own business ever since reading The E-Myth Revisited shortly after high school. She was unhappy in the corporate world, and she knew that she wanted to work with her true passion, food.

“In the kitchen, I found a real love for food and a new appetite to please others through their stomachs!” says Sarah. “After sharing a few batches of home-made relish (made from a tweaked family recipe from New Zealand), I found that other people had an appetite for tasty, fresh, natural food, too.”

Sarah wanted to devote her time and energy to her passion. She knew that other people enjoyed her relish, but she lacked the business contacts and confidence necessary to build on her new business. Then she discovered MentorNet, a mentor program for businesswomen which gave her the information, contacts, and impetus she needed to develop a successful business from her own kitchen.

“Initially, my confidence in my product and my abilities was a huge challenge,” Sarah remembers. “Why would someone really want, let alone pay for, a little product I make in my own kitchen? Being from New Zealand, I also found that I really lacked business support and contacts here in Australia, so starting a business outside of my home country and away from my family’s contacts was difficult. I also struggled with the financial forecasting, budgeting, and planning requirements for a start-up.”

“It’s like having a personal trainer for your business.”

Now Sarah’s company relish this delivers healthy, tasty, saucy preserve products to addicted customers across Australia and New Zealand as well as the U.S. and U.K. Sarah’s passion for healthy food has developed into a thriving company with a registered brand and trademark, an ecommerce site, and a devoted following. Using local, fresh Australian products, Sarah makes natural, gluten-free, home-made quality relishes with innovative flavors such as “Beetroot Apple n Orange” and “Balsamic Red Onion ‘n’ Lime.”

“The MentorNet program, my mentor, and my pod members all helped me overcome my initial challenges,” says Sarah. “I found the interactive environment to be open and nurturing, which grew my business confidence as well as my business network. The business planning and financial chapters within the course covered the main areas with which I struggled by giving real examples of cash flow forecasting, templates, and business case studies.”

“To have a mentor to hold you accountable for tasks you’ve promised to complete is highly motivational,” Sarah continues. “Especially for particular tasks you keep putting off. You can’t put off your mentor! It’s like having a personal trainer for your business.”

“Peers in your pod group also help motivate you. Like you, they are trying to learn as much as possible and improve their business. The more we put into it, the more each of us got out of it. Overall, the program provides a motivating platform for anyone in business as it promotes success, builds knowledge, and nurtures networking.”

MentorNet provided Sarah with the tools she needed to set realistic goals and the newfound confidence she needed to actually achieve those goals. The program transformed Sarah’s start-up idea into a profitable business. Sarah says that the perspective provided by MentorNet “made my goals bigger, more aggressive, and in line with my business plan.”

“I’m a bit of a control freak,” laughs Sarah. “So it’s no surprise that I enjoy making the decisions and being the boss of my business! I like the accountability and freedom I get from managing my own creation and ultimately the flexibility to basically do what I want. It’s very empowering,”

Sarah also enjoys empowering other businesswomen. “I enjoy telling my story to others to hopefully give them the inspiration to do something for themselves too. Relish this. Relish me!”

If you’re ready to get out of the rat race if you’re ready to relish yourself and your freedom register for MentorNet now.

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Unhappy in the corporate world Sarah Ladyman left her IT/Marketing job to take some time out to trial an ‘allaboutme.com’ approach. She fell into the kitchen and found a real love for food and an appetite to please others through their stomachs. After sharing a few batches of home-made relish with friends and family, she began looking at the possibility of taking relish to market…literally. So combining her passions to empower (and feed) others with fresh, tasty, saucy stuff, she created relish this.

Recently relish this. has grown from a ‘foodie experimenting in a kitchen’ to saucy relish products delivered and devoured across Australia and NZ (some jars even hiding in luggage and sneaking into the US and UK!).

Website: www.relishthis.com.au
Blog: www.relishthis.com.au/blog

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Not sure if you’re MentorReady? Apply for a free 30-minute business consultation (normally $95).
Use coupon code: CONSULT to get this valuable session for free.

How to Write a Great Business Plan

National - 10 February 2010

Writing a business plan is easier than you think. Once you clarify your vision, mission and your goals we’ll help you fill in the gaps throughout the year to build that business vision.

During this webinar we’ll look at the key elements of a business plan and how to easily and quickly create a plan that you’ll use throughout the rest of the year to move you towards your objectives.

Your Speaker:

Wendy Fogarty - Important and Imperative Business Solutions Wendy Fogarty is a Business Management Consultant and Owner of Important & Imperative Business Solutions. Wendy works directly with SME business owners to improve their profitability and long term success through strategic planning and mentoring programs. Click here for more information on Wendy.

Event Details:

How to Write a Great Business Plan - National

DATE: TIME: VENUE: PRICE:

Wednesday, 10 February 2010 10.15am for 10.30am - 11.30am AEDST Your home or office. ABN Members - $0 - FREE Non-Members - $39 (*members: login to get your member discount.) Not a member? Join now and save all year. Take a look at our 2010 educational webinar outline.

Note: You will need internet access and a headset with microphone. Fee includes tuition. Call costs may apply if you do not use VoIP (Voice over Internet Protocol).

What is a webinar?

A webinar is a web-based seminar. To participate you will need high-speed internet and a USB headset (with microphone). Instructions will be sent to you on receipt of your registration.

Not a member?

Join today and you save hundreds of dollars each year on workshops designed to help you be more successful as a businesswoman. Membership is less than $1 a day! Learn More about Membership Now

Is this event right for you?

This event is suitable for women in all stages of business.

The StartUp Success Webinar Series This event is part of the StartUp Success series of webinars which are free to all members of the Australian Businesswomen’s Network. For details on the benefits of Membership take a look at our Membership Comparison Chart. For details on other webinars - see the Events section on our website.

What’s Next?

Register through our secure online shopping system. Upon registration you’ll receive confirmation of your attendance. If you have any questions you can send us an email or, call 1300 720 120. If you are a member, remember to login to get free entry.

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