The media often portrays public relations as high profile industry, reserved for politicians, athletes, and large corporations to manage and shape their public images and smooth over highly publicized crises. This often leaves start-ups and small business owners to wonder if Public Relations is a necessary communications strategy, along with their marketing and advertising initiatives. When scaled down to match your organization’s needs, a public relations plan is essential to start-up success.

Here are 4 steps that will help you build a positive public image for your brand:

1. Pitch Yourself as an Industry Expert- Whether you’re starting a salon, restaurant, or writing a book, chances are you’ve done extensive research, gained respected education in your field, and you have valuable knowledge to share with your public audience. Research conferences and events in your industry and submit proposals to become a speaker or panelist. Make yourself available as an expert source for reporters and editors that write on topics in your industry. You can build a creditable and trusted brand with the public by sharing your knowledge and expertise. Make sure you always have an update to date bio and professional headshot so that you are ready when these opportunities arise!

2. Define Your Key Messages –. How the public views your organization has a direct link to the messaging you are putting out to them. To define your key messages, have a strategy session with individuals that know your organization the best to determine: What makes your business unique? Why is your story compelling? Who is your target audiences? What’s the most important thing your target audiences should know about you? Once you decided what messages you want communicate to your target audience, incorporate this messaging into all your communication vehicles including your website, press releases, and marketing collateral.

3. Build a Relationship with Your Local Media- The local media in your city or community is just as valuable as national media. Developing a great relationship with your local media can attract new customers and clients. Editor endorsed articles establish a credibility that traditional advertising cannot always reach. Research publications, editors, producers, and bloggers in your local area that cover topics in your industry. Connect with them on Twitter, Linkedin, or send them an email introducing yourself and information about any new product launches and unique things about your businesses. Don’t forget to incorporate your key messaging!

4. Become Social Media Savvy – Make some buzz in your city’s online community by developing a strong online image. Whether it’s starting a blog, offering expertise on Facebook pages/community groups or on the local newspaper’s website, get involved in the conversation. In all of your online conversations incorporate your key messaging and communicate your expertise and uniqueness. When your services are needed, your stellar public image will be attached to your brand and you’ll be first on their minds.

Seize every opportunity you’re given to promote your public image and don’t pass up a chance to get the word out about your services and who you are as a company, brand and industry expert.

Second City Syrups is a delicious line of herb infused syrups designed to add unique flavors to Lattes, Teas, Lemonade, and Cocktails. Created by Chicago based business partners Justin Buege and Chris Thomas, Second City Syrups seeks to serve the Chicago area by offering a premium product while supporting the direct community through joint responsibility in agriculture.

Second City Syrups takes pride in a holistic approach. From seed to harvest, all of the herbs used are locally grown in urban farms, back yards and rooftops in the city. Second City Syrups also strives to cultivating creativity. With unique flavors, like sage, cucumber and rosemary, Second City Syrups gives individuals the opportunity to have fun and be creative with the flavors while making drinks at their parties, picnics and events.

Justin has worked with StartingUp Now to better map out financial planning for Second City Syrups. Justin’s work with StartingUp Now has helped him to develop a recipe for the company’s future success. Justin and Chris hope to expand to grocery stores, cafes, and special events.

To find out more about Second City Syrups Like them on Facebook: https://www.facebook.com/secondcitysyrups

Who: Please RSVP with Chris and Justin at justinbuege@msn.com (only those who RSVP can come. It's the venue's policy since there will be alcohol, so please RSVP before the start of the event!)

What: Second City Syrups needs people to sample, savor, and criticize the syrups in a vast array of drinks while enjoying the company of fantastic people and music. From your feedback, they fine tune their syrups and recipes, as well as add any new ideas your creative genius' come up with. They’ve got some great espresso cocktail recipes as well and will throw those in too for those who want to try.

When: Friday May 16th 7:30-10pm.

On the Menu:Infused Simple Syrup Flavors: Basil, Rosemary, Ginger, Mint, Sage, and a variety of blends

Drinks they'll be used in: Lattes, Hot Teas, Iced Teas, Lemonade, Cocktails, Sweet Teas

Where: Overflow Coffee Bar 1550 S. State. They’ll be meeting in one of the rooms adjacent to the coffee bar, but this makes it easier for everyone to find as you'll go through this entrance off State. The closest red line stop is off Roosevelt (then you'll go down State till right before 16th). There is also free parking off 16th between State and Clark, off Dearborn between 16th and 17th, as well as metered parking everywhere. Pay attention to the signs.

How: Come with a full stomach and a palate ready to be blown out of the water! There's a suggested donation of $10 to help cover the cost of alcohol, syrups, other drink ingredients, and the use of the room. Please give any donations to Chris or Justin.

 

This January marked another significant milestone for StartingUp Now. Beginning in January 2014, L. Brian Jenkins began teaching StartingUp Now at Moody Bible Institute (MBI) in Chicago, IL. The class, “MI–4419: Topics in Missiology -- Business As Mission”, is an accredited 3-hour class, providing college students with hands-on interaction focused on strategically guiding students through the process of turning their ideas into reality. For many, this is the first time making the connection that the principles of sound strategy apply within the context of ministry via business planning. Based on StartingUp Now: 24 Steps students are learning to create an execution strategy to:

1. Developing your “Big Idea”
2. What are my “Core Values”
3. Who is my “Target Customer Profile”
4. My Financial Plan
5. Get it Going—Launch Time!                                                                                                                                                                                       
MBI students are currently in the final stages of completing their plans for both business and ministry ideas. In order to gain first hand knowledge of the business plan presentations, students attended Technori’s Pitch Event in February. Students were privy to see various entrepreneurs, in the startup phase just like themselves, pitching their business ideas to potential investors. On May 8, 2014, these same MBI students will present their business/ministry plans to MBI’s Trustees to gain critical feedback on their ideas and possibly connect to capital opportunities to get launched too. Stay tuned for future updates!

S³-- Superior Experience + Superior Service = Sells More

Have you encountered the proverbial “experience from hell” when a purchasing a product or service? Have you dealt with the employee of an establishment who can care less that you are standing there? You are seeking to exchange your hard earned cash only to be treated by an employee as if you’re disrupting their life. In fact, these types of challenges only increase as employees are asked to do more often with less resources. An awesome experience can lead to a lifetime loyalty from your customer base. As your business grows, it is necessary to review your customer service policy and ensure it is being followed or create a policy if one does not exist.

 

 

 

 

 

ABT Inc., located in Glenview, IL a Chicago suburb, is a family owned and operated business established in 1936. ABT annually earns national awards and recognition as one of the best independently operated businesses[1]. ABT has provided excellent customer service to my family over the last 35-years. As a child I was introduced to ABT by my family through a long standing relationship with the owners and an outstanding salesman, Mr. Shelly Cohen, who worked at ABT for more than 30 years! Shelly’s integrity, excellent knowledge of products, unparalled attention to our needs, and solution based mentality to solve problems has created multi-generational loyalty in our family. ABT’s focus on the customer is clear in their policy, “The Answer is always ‘Yes’ to any reasonable request”.

Entrepreneurs and small business owners know that the customer is the lifeblood of our startup. Based on my experience as a small business here are a few simple tips that can help increase the experience of your customers:

1. Create a Superior Experience—make the customer say “WOW”! Exceed their expectations. Whatever industry you’re in there’s always a way to improve the experience. What is it that makes the experience of your business unique from all others in your industry? How have you earned repeat customers? Can that experience be replicated/expanded to ensure each customer receives that same level of excellence?

2. Provide a Superior Service—The service you provide should match their experience when purchasing your product/service. Are you listening to the customer identify their needs? Do you have the requisite experience and product knowledge to meet the customer’s need? What is your plan for follow up with the customer? How do you connect with the customer beyond the initial sale? Strategically processing each step ensures the service you provide matches the experience for total customer satisfaction.

3. Leads to Selling More—Establish customer loyalty. Let’s face it…in today’s modern world a customer has multiple options to purchase the same or similar product. Whether it’s a traditional brick and mortar retail store, a company’s web site, or a wholesale warehouse, the customer has many choices—which is a good thing. However, if you create an experience that exceeds the customers’ expectations you have earned a loyal customer—sometimes for life. Increased sales often comes from repeat buyers who also refer their friends, colleagues, family and others in their network. Word of Mouth advertising is still the most trusted form of advertising for businesses and often leads to increased revenue.

To start off our new "Startup Stories" segment of the blog, we will be regularly showing off the great results from our  book "StartingUp Now: 24 Steps to Launch Your Own Business". We will also include interviews from the leaders of these companies.

                        

                                          

 

 

 

 

 

 

The Who and Why

Covenant Catering is a catering service based out of the north side of Chicago that truly believes in providing high-quality service for all their customers and it all begins with the word “Covenant.” The co-owners of Covenant Catering, Aaron and Martice Gray, fully rely on in their faith and believe that a covenant is way stronger than an agreement, it is a promise. When you work with Covenant Catering we give you our full commitment and believe we are responsible to you, our customer, and God, who has made this business possible.  Our covenant is a commitment to provide catering service with the following Core Values: 

Our Values: We commit to...

·         Provide remarkable Customer Care.

·         Passionately prepare Delicious and Creative food.

·         Go above and beyond all Health/Safety regulations.

·         Conduct business with integrity and professionalism.

·         Embody the phrase "it's all about service!

Interview Questions:

Q. How long has Covenant Catering been up and running?

A. In business since 2009.

Q. Have there been any major difficulties that you’ve encountered while starting your business? Is thereanything you would have differently?

A. Starting capital is always a problem. The beginning and getting the incorporated. Also Getting everything in order.

Q. Roughly how much has StartingUp Now helped you in starting your own business?

A. Layout of the business plan: best business planning we have ever seen. We Appreciate a blueprint of the             business plan that startingup now presents.Business plan structure is concise. Refers to legal advice that is veryuseful in the beginning of starting a company. Service at startingup nowis first class. Brian has done great jobmentoring us through the whole process. We will definitely refer this book .

Q. Why has Covenant Catering  been so successful in the past four years?

A. Great product and great business ethics.  Creating a great product is just half the battle they said. The next step  is selling the product and becoming likeable by your customers and Covenant Catering does this through addinga personal touch to their product by showing their customers that we truly care for them and want to serve themthe best way they know how. 

         Martice and Aaron work hard to make sure that their customers are fully satisfied with their product every time.  When running a small business there are no days off.  The Grays are constantly doing business related activities 24 hours a day, 7 days a week.  In the words of Aaron, “details matter,” and to be certain that all details have been considered and thought through.   

         StartingUp Now was the main resource to them understanding what the steps were to becoming a legal, up-and-running business. Covenant Catering started their business plan with the StartingUp Now business model and they continue to praise StartingUp Now for helping them become so successful.

If you want to contact Covenant Catering for your next event or to learn of their menu:

Covenantcateringchicago.com

773-217-0213

covenantcatering@gmail.com

And if you mention this article, you will receive 10% off of your total order

 

                                                          

Interview by: Canmu Dennis - Community Coordinator Intern at StartingUp Now

Contributing Author: Jerome Smith - Community Coordinator Intern at StartingUp Now

 

 

 

At StartingUp Now we always say "anyone can be an entrepreneur." Troy Rienstra, a missionary for Christ and a prisoner serving a life sentence in a Michigan correctional facility, has decided to accept that challenge and invite us to support his mission of revolutionizing the prison culture through the values, skills, and application of entrepreneurship.

When Troy gave his life to Christ, he realized that whether or not he was ever granted parole, he needed to begin his life for Christ where he was at. He began to think of how he could serve those around him within the prison community. Troy knew that the environment of prison is not one that encourages purposeful living. Most of the men around him would be serving life sentences like himself, and the ones who would receive a second chance would face little hope of acceptance from employers or social circles. Troy knew that the best way he could serve his fellow inmates was to change the mindset of sitting out the rest of their lives and show them by example that a life of value could be possible. In order to do this, Troy and a fellow inmate Mack formed the Life Change Group. Now the group consists of twelve men committed to living a life of service while serving their sentences.

One of the focuses of the Life Change Group is to help each other gain skills in entrepreneurship as a tool of serving others. Each member of the group devotes their time to learning what they can from written materials on the subject and developing goals to pursue. Much of their support in this endeavor comes from Church of the Servant, Christian Reformed Church, which Troy's parents, Rich and Carol Reinstra attend. The church views Troy as an "inmate missionary", rejoicing over his change of heart and purposeful vision. Troy's ideas have inspired them to form a their own group, Christians for Prisoners / Prisoners for Christ, which works to support the discipleship of Christians in prisons as well as to advocate for restorative justice. They have provided the Life Change Group with various reading materials to help them get started, as well as arranged for a series of guest speakers to hold seminars on site.

Founder of StartingUp Now, Brian Jenkins, was honored to be one of these speakers in November, 2012, and was able to meet and speak with the group about StartingUp Now. The Life Change Group is now able to use the StartingUp Guide to plan their business ventures. As Brian learned while visiting the men, their first venture has already begun. Group member Mark introduced an unexpected skill by teaching the men how to crochet beautiful baby caps and booties. The caps are sold by a group of the Christians for Prisoners who travel across country on bicycle to raise awareness of extreme poverty, including the struggles of poverty faced by returning citizens after their sentences are completed. The handmade caps help to support the mission of Sea to Sea, as the bicyclists call themselves, as well as testify to others of the hearts of the men behind bars who are trying to rebuild their lives and relationships with the outside world.

Troy Rienstra, the Life Change Group, and the growing number of teams supporting them hold the belief that the cycle of poverty and crime need not be a continuous one. We hope that StartingUp Now may be another resource to the Life Change Group in pursuing their vision of a life of redemption and restoration for any prisoner who would choose change over defeat. We will continue to work with the Life Change Group and pursue the possibility of creating an entrepreneuship training program designed for use within prisons. 

Cornerstone Academy students selling mosaic picture frames at Chicago Business Opportunity Fair, April 2012 

At StartingUp Now, we teach that entrepreneurship is more than a tool for profit. It is a lifestyle which embraces hard work and ingenuity as a means of growing strong economic markets, self-sustained communities, and flourishing individuals. These and other principles of entrepreneurship are vital, not only to the health of our own struggling economy, but even more so to that of our future generations. Educators who recognize this need within the lives our youth, are exploring ways in which we can introduce the concept and skills of self-employment at the student level.

One such fore-thinker is Mr. William Seitz, co-founder of Cornerstone Academy in Chicago, IL and Director of the school's core curriculum of economic principles. Cornerstone Academy is an alternative high school for students who have dropped out of public schools, and Mr. Seitz believes that preparing these students for a bright future, involves giving them the tools to see their potential and imagine the possibilities.

At Cornerstone Academy, traditional disciplines such as math and science are supported by school-wide lessons in the fundamentals of economics such as: “all choices have consequences.” Every month  a new principle is introduced and highlighted by teachers within the context of each class. Students also participate in a school economy based on a credit system which records their attendance and adherence to codes of conduct. Credits are translated into positive and negative dollar amounts, giving students the opportunity to earn a small income to be used for school events such as attending a Shakespeare play or going ice skating in Millennium Park. In monthly meetings with their “banker” (Seitz), students review their credits and are given the option to retrieve their funds, or save them in the bank. However, in keeping with the principle “all choices have consequences,” those students who use their money right away often face the difficulty of paying for events which other students have set aside money for. Seitz says these experiences teach students that their choices are their own. He cannot make wise choices for them, but he shows them the consequences of the choices they make.

Another choice Cornerstone students are offered is to participate in the student business, Artistic Expressions. Students design, make, and sell mosaic picture frames and mirrors, at craft fairs and expos, earning money and valuable experience interacting with consumers. The program started in 2006, when Entrenuity (not for profit founded by SU's founder, Brian Jenkins) lead an entrepreneurship course at Cornerstone in which students created the business model for Artistic Expressions. Their goal was to design a business that would function according to the economic principles they had learned in class. As a result, their design became the foundation which has for 6 years continued to support students in their business experience.

Like any well organized business, Artistic Expressions is formed of separate teams: the designers, the manufacturers, and the sellers. Profits are divided evenly between the teams and then amongst team members, according to the amount they contribute. Because participation is voluntary, each student is responsible for his or her own choices and level of commitment, and they each get to see the direct results of those choices as they earn their income.

I had the pleasure of speaking with Jerry, a Cornerstone student who was part of last school year's selling team. He told me about his experience selling the mosaics at the 45th Annual Chicago Business Opportunity Fair at Navy Pier in April, 2012, and what he learned from being in the role of a businessman.
    
    “The environment was totally new; it was a new experience because I couldn't look around at everything myself, because I had to sell. Speaking to so many strangers was hard at first, but once I sold one, I wanted to sell another," says Jerry.
    Overcoming his natural shyness, Jerry worked hard to discover effective sales techniques of approaching the difficult crowd.
    “If I talked to them about our school and how we made the frames ourselves, I might sell a few. But if I mentioned that Mother's Day was coming up, and I asked them if their mom might like one of these picture frames, then I would sell a lot."
    Other lessons Jerry said he learned that day included patience and recognizing that hard work only paid off after more hard work. He is also excited about this next year's opportunities. “I want to make and sell this year,” he told me excitedly. “If you sell what other people make, you only make part of the profit, so it is better to sell your own product if you can.”

    The opportunity of a hands-on business experience is one that has broadened the possibilities for many of Cornerstone's students. Jerry reports that he would never have thought that starting his own business could be an option before; he always expected to work for someone else. Now he thinks it might be something he could do one day. “Not arts and crafts.” he told me emphatically. Computers and software design are what interest Jerry. He plans on attending college to study computer science and social work to discover ways in which he can serve people using his skills in technology.

Other Cornerstone students have been inspired by their experience with Artistic Expressions to start their own business, such as Mark, who, during his senior year, began a fitness training service and earned money for his college tuition.

Beyond making a small profit now, students of Cornerstone Academy are adopting a vital mindset for their future. Whether they follow the path of entrepreneurship, or choose to work for existing businesses, they have the faith in themselves to make ambitious decisions and apply their skills towards attaining their goals.

As the American public evolves to a fast pace and high efficiency lifestyle, many entrepreneurs' dream of owning a restaurant has likewise adapted. The recent trend of Food Trucks appearing in parking lots and street corners in urban areas is a clear response to our culture's growing need for on-the-go services. While fast-food chain restaurants and street carts have long benefitted from a busy culture, today's entrepreneurs are recognizing a desire for more exciting, and palatable, solutions.

The initiator of the Food Truck revolution, and by far the most successful endeavor to date, Kogi BBQ, belongs to Chef Roy Choi, famous for his fusion Korean-Mexican cuisine which he first offered from a mobile kitchen to the L.A. public in 2009. Chef Choi brings fresh innovation to traditional concepts such as Spicy Pork Tacos and Short Rib Sliders, creations that are quick to produce, but skillfully crafted to please the senses. Many trucks offering high-end or gourmet menus profit from customers who may not venture into a fine dining restaurant for their lunch break but find the food truck alternative more accessible (and more affordable.)

Even lower-end food trucks choose highly specialized concepts to set themselves apart from the crowd of quick fixes. One Chicago food truck, Southern Mac and Cheese, has turned the simple American comfort food into a popular novelty through their rotating menu of creative varieties. There is even a truck called Fido To-Go, which targets health-conscious/on-the-go pet owners, selling dog treats made with natural ingredients, including gluten free options.

Successful food trucks are highly integrated in social media networks, utilizing tools such as Facebook and Twitter to inform customers of hours and locations, as well as search websites dedicated to providing maps and listings of local food trucks. As a newcomer to the urban food scene, food trucks must make themselves known and accessible to their fast-flowing consumer base.

Start-up costs of food trucks widely vary depending on whether an entrepreneur decides to buy their truck new or used, previously fitted with the necessary equipment or needing renovations. Cost is also heavily dependent on the locality of the business. Certification fees, insurance requirements, and parking regulations vary by state and can pose significant challenges to those wishing to introduce their food truck to the market. Parking is also a challenge that every food truck owner will face. Every local parking department will have different regulations regarding where trucks may park, how long they can park, and who they can park next to. In many cities, including Chicago, food trucks are not allowed to park within 200 feet of stationary restaurants as a means of protecting the traditional establishments.

However, one recent development in Chicago's food truck regulations has many entrepreneurs excited about the increasing feasibility of operating a truck in the city. July 25, The Chicago City Council approved an ordinance allowing cooking to take place on board food trucks, a convenience that was previously not allowed in the city. Prior to the ordinance being passed, cooks had to prepare their food in a stationary kitchen before relocating to their selling spot, limiting the quality and range of product possibilities. This new allowance promises that Chicago may see soon a greater presence of food trucks in our midst.

For more information on starting your own food truck business, including estimates for startup costs and helpful tips for understanding your competition, visit this resource. 

 

Skating isn’t usually included in the list of entrepreneurial ideas. It might even be called a foreign entity in the business world. At StartingUp Now, I had the opportunity to speak to a skater who turned his passion for skating and ministry into an achievable and actionable business plan. Noah Arnold, 29, demonstrates entrepreneurial initiative as he transitions into a new stage in his life, while showing how broad entrepreneurship opportunities can reach. In an unyielding manner, Arnold represents a prime example of entrepreneurship in a new capacity, and he uses StartingUp Now to turn his skating interests into a profitable business.

Arnold plans on opening a board shop that would sell skateboards, wakeboards, and snowboards products as well as accompanying retail clothing. He has always had a heart for skating, but he became a leader as he grew into a minister role to the skating community. Growing up in Sturgeon Bay, Wisconsin, he moved to Illinois to study at Trinity International University. After college, Arnold moved to Libertyville, IL, where he co-founded Foundation Skate Ministry, a nonprofit skate ministry. Foundation Skate Ministry has two purposes: the “effective proclamation of the gospel of Christ to the lost skate culture in Lake County” and, “making disciples and the development of those disciples’ character into the character of Christ himself ‘teaching them to do all things whatsoever I have commanded you’ (Matthew 28:20).” Through weekly bible studies, the ministry reaches out to the skating community and transforms it through the word of God. “It started with a couple of kids a week, like 3 or 4, and then it grew to around 35-45 at my apartment,” said Arnold. He used his individual role as a skater to reach out to an entirely new and often overlooked community. 

He further immersed himself in skating culture when he moved to California for a year to teach physical education at a private school. “So-Cal and skate boarding is like PB & J,” said Arnold. However, he returned to Sturgeon Bay when he heard about the creation of a ten thousand square foot skate park in Door County. “If I can open up a skate shop and do ministry, I would be following my heart and passion,” he said.

While formulating his initial concept for the business, he was directed to StartingUp Now by a parent of a child in Arnold’s youth group. Since then, he has begun using the plan to layout his business plan and confirm his goals for the board shop for the next five years. “It’s been really helpful to put it all in words…I want to make sure I’m aiming for what I really want,” said Arnold. His use of the StartingUp Now Skillcenter not only allows him to lay out his business plan in a central online location, but the resources he can access help him visualize unclear concepts by providing relevant examples on starting his own business.

What he has gained most from the StartingUp Now plan is his marketing strategy. Arnold still dedicates himself to fostering the skating culture. “Skate culture is fairly new, it’s growing, and it would be...molding the culture…being the voice for skaters and supporting them…I want to motivate skaters and get their support,” he said. Developed from the StartingUp Now plan, Arnold’s efforts target at expanding the skating culture as well as promoting Door County as a prime destination.

Arnold’s situation presents a great example of the influence entrepreneurship can make on a community. Spurred by his passions for ministering to the youth and skating, he is able to transform a lifelong “hobby” into a way to support his family and occupy an influential role in Door County, WI.

To learn more about Foundation Skate Ministry, visit their website. To contact Noah Arnold directly, email him at noah.arnold711@gmail.com.