instincts magazine - edition 2

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Cover and article photographed by Just One Moment. Hair & makeup by Amanda B Hair & Beauty. Dressed by Portmans.

INSTINCTSM A G A Z I N E

Mackay’s Premier Business Magazine. OWNER/EDITOR: Jade McAuley. CREATIVE DIRECTOR: Amy Sherlock. SALES MANAGER: Kimberly Bailey. ACCOUNTS MANAGER: Dannielle Walz. WRITERS: Lee Brake. Jessica Grant. Alanna Marslen. Samantha May. Jade McAuley. DESIGN AND LAYOUT: Black Owl Design. PHOTOGRAPHY: Just One Moment. Nicole Hatfield. Forsyth Digital.

14. SOCIAL MEDIA CUT THROUGHOur writer gained 17,000 followers on a new Facebook page in five months – learn her secrets

13. CONQUER YOUR FEARSExpert tips on becoming a confident public speaker

32. HEALTHY EATINGOvercome the common diet pitfalls of a busy lifestyle

Find out how Heather took her financial services business to the next level

04. INSIDER SECRETSGet the best from your corporate event caterer

06. NUTS N BOLTSSave your business money by keeping it clean

16. TARGET MARKET SpOTLIGHTReach a family’s key influencer – the working Mum

18. WEB WISE Why you need a mobile website

38. DATE pLANNERWhat’s happening in the Mackay business community, plus a sneak peek at the next edition of Instincts

PAGES: 22. - 29.

23. LIVE LOCAL, BUY LOCAL, SUppORT LOCALLet’s make Mackay a place for business to thrive

24. SUpERHEROES HAVE ALLIES Discover the potential of strategic partnerships

28. FIND SUCCESS AT THE EXTRA MILEStand out with must-have service

All information and images are subject to copyright. No part of this publication may be reproduced, stored or transmitted in any form without the prior permission of the publisher/owner of Instincts Magazine. The views and opinions of writers and advertisers do not necessarily reflect the opinions of the publisher. While every effort has been made to ensure the accuracy of information at the time of print, the publisher accepts no responsibility or liability for any errors, omissions or subsequent consequences, including loss or damage from reliance on information in this publication. © Copyright 2014 Instincts Magazine

4 Mackay’s Premier Business Magazine

How to choose a suitable caterer:

One of the first things to do before deciding on a catering company is to give some consideration to the theme and style of your event. There are varying standards when it comes to event catering. If it’s a corporate function during the day, sandwiches would be suitable but for celebrations canapés would work better.

How to set a budget:

A lot of catering services charge per head so rather than trying to come up with an exact dollar figure, it’s better to budget according to the number of people attending the event. If you have $1000 set aside for catering and 100 attendees, that’s not actually a lot of food to go around. Budgeting per head will give a better outcome at your event.

How to gauge food quantity:

For canapés, it is generally recommended to plan for one piece of each type of canapé per person, a method many caterers and restaurants use as a rule of thumb. For items such as sandwiches or wraps, plan for about one and a half per person.

As soon as you sign up:

Make sure the time of the event is established well in advance to avoid confusion. Confirm how many people will be attending, where the food is going and any dietary needs. An event full of vegetarians isn’t going to appreciate lamb canapés.

When to confirm final numbers:

Ask your caterer how much notice they need, as it depends on the type of food. For example, canapés can take days to prepare and some catering services may charge for changes after their cut off time. Make sure you are both clear on the deadline and get in touch early if there are any changes.

WRITTEN BY: Jessica GrantPHOTOGRAPHED BY: Nicole Hatfield

Food can make or break your event, so Instincts Magazine caught up with Kristy Borg, owner of local corporate catering company K&Co, for some professional advice on how to get the best from your event caterer.


Corporate caterer Kristy Borg, owner of K&Co, dishes up how to get the best from your event caterer.

Germs can spread so easily in a working environment as all it takes is one person with the flu and suddenly half the office can be calling in sick, leading to a slump in productivity and increased pressure on employees.

Maintaining a healthy and hygienic workplace can help avoid this, according to Sharmin Messer of Messers Commercial Cleaning. Having cleaned everything from five star hotels to corporate offices, Sharmin offers some great advice on how to keep a workplace hygienic.

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The most frequent cause of employee sick leave is the common cold or flu. Sharmin says that by introducing cost-effective and simple techniques, the spread of such illnesses can be easily prevented.

Sharmin recommends every employee be provided with antibacterial wipes and hand sanitisers, either at their desks or in common areas. “These products are highly cost-effective, especially in comparison with the cost of sick leave.”

At weekly meetings, communicate the importance of hygiene. Such advice may seem simple, but it can have a huge impact on reducing the spread of preventable illnesses. “Ask employees to wash their hands after sneezing, coughing, and using the toilet,” says Sharmin.

Ensure that when an employee is genuinely unwell, they feel comfortable enough to ask for time off to rest and recover. Pressure from peers can prevent people from calling in sick, causing their illness to spread like wildfire through a workplace.

Once a week, disconnect your headset and use a disinfectant wipe to give it a thorough cleaning. Make sure to cover all surfaces and crevices, says Sharmin. “You’ll be amazed at how much dust and dead skin cells build up as you talk on the phone.”

Keep cleaning supplies such as bin liners within easy reach. This reduces the risk of bacteria spreading from overflowing bins.

Clean high-touch areas of your desk at either the start or finish of every day with a disinfectant wipe. Studies have shown that desks often contain up to 400 times more bacteria than the average toilet seat.

Keep in mind that keyboards, the computer mouse, filing cabinets and desk drawer handles are major breeding grounds for bacteria. Ensure to clean these areas regularly in order to avoid spreading germs.

Prevention is always better than cure, and Sharmin says making an effort to stay physically healthy can have a significant impact on the fight against colds and flus. “Always keep a full bottle of water on your desk and go for a walk at lunchtime.”

Keeping active and well hydrated throughout the day will improve your immune system’s resistance to germs.

The resources industry has for many decades been a major driver in our region’s economy. With a direct contribution to the Mackay regional economy last year of $5.6 billion, it is the major employer of our region (8,820 direct employees and 67,075 indirect employees). One in five jobs Queensland-wide are linked to the mining sector.

The industry has been under severe pressure due to low commodity prices, the high Australian dollar and high cost of production. All have been drivers of the recent downturn in the coal sector, however in no way is the industry “headed out the door”.

We’ve been working with our members and the mining industry to identify what is required for the industry supply chain to respond to the current challenges with a major focus on cost reduction and innovation required to remain sustainable.

Innovation is not just about finding ways of being better than your competitor, but about being the best at being different. It is about seeking out what your clients need and adjusting your business to provide that.

A key word that has driven our activities is ‘resilience’. This does not mean just surviving, but learning to thrive, prosper and become innovative.

The current coal industry producers are focused on reduced cost, increased asset utilisation, increased production and innovation. The market is now a low margin high volume environment and our supply chain members are working to reset their businesses and the cost base to continue to present value, maintain employment and prosper in this new and challenging environment.

WRITTEN BY: Julie Boyd, General Manager of Resource Industry Network

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Conditional Formatting (CF) is one of the most useful functions Excel has to offer. There are dozens of different ways to incorporate Conditional Formatting in your documents but we will look at the basics and you can explore from there.With CF, you can select one or more cells, and create rules (conditions) for when and how those cells are formatted. The conditions can be based on the selected cell’s contents, or based on the contents of another cell. If the rules (conditions) that you specified are met, then the formatting is automatically applied to the cells you selected. By applying Conditional Formatting to your data, you can quickly identify variances in a range of values with a quick glance.

SCENARIO:You want every cell with the word ‘No’ to be red and every cell with the word ‘Yes’ to be green.

1. Select the cell range you want to apply CF to (eg D1 – D15)

2. On the Home tab, in the Styles group, click the arrow next to ‘Conditional Formatting’, and then click ‘Highlight Cell Rules’

3. Select ‘Equal to’

4. Type the word ‘Yes’ and select ‘Green Fill with Dark Green Text’

5. Click Ok

6. Repeat step 1 and 2 to go back into Conditional Formatting

7. Type the word ‘No’ and select ‘Light Red Fill with Dark Red Text’

8. Click Ok and you’re done!

Now you can experiment with other types of conditional formatting.

WRITTEN BY: Dannielle Walz, Training Ahead Australia

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WRITTEN BY: Jade McAuleyPHOTOGRAPHED BY: Just One Moment

HAIR & MAKEUP BY: Amanda B Hair & BeautyCLOTHING BY: PortmansACCESSORIES BY: Lovisa


Heather Woods is taking financial planning in Mackay to new heights – while keeping her feet firmly planted. Managing a successful business, raising three young children with her husband, coordinating a major charity event and still fitting in time to exercise – we wanted to know how she did it all!

A Mackay girl born and bred, when Heather finished school she started going down the university path until realising it wasn’t quite right for her. Instead she signed up for an administration traineeship in 2002 with Mortgage Choice. From that first taste of the finance industry, Heather was hooked – she could read numbers like others read words and this sparked a lifelong passion.

Upon completing her traineeship, Heather wanted to explore the world – and life – a little more. After some overseas travel, living on the Gold Coast and having children, she moved back to Mackay with the family and started work at Graham Bowling’s Mortgage Choice. “Graham took me on and I started in admin, then went into loans processing and then became a mortgage broker,” remembers Heather. “I was so proud of working my way up the ladder, but I had a really young family – and trying to fit in the kids around my job’s timeframes wasn’t working.”

It was around this time that Heather experienced two of her clients passing away – one had comprehensive insurance and the other had none. For the latter, it was an awful situation made even worse because the wife lost their family home. “It became so painfully obvious to me – everyone needs to consider protection for themselves and their family.”

Still under the Mortgage Choice banner, Heather moved into the financial planning aspect – helping clients ensure that they would be covered. “Initially I wanted insurance to be my niche, but I realised that my clients had more needs and that insurance couldn’t be standalone – super, tax, salary sacrifice – it all connects.” This was 2009, and that was when Insurance Management Specialists (IMS) was born.

“It was my first business and I was 24, passionate, excited and completely naïve!” From 2009 to 2013, IMS did well and Heather was run off her feet – and then the mining boom bubble burst in Mackay. “Like a lot of businesses, we had to adapt if we were to survive. So I started with some market research on our current clients and soon found that while they loved working with us, they were going elsewhere for some of their financial advice because they didn’t know we offered services to manage their complete financial house.”

It was about this time that Heather travelled to Vancouver to attend a conference. “I had heard of values-based financial planning, but when I was sitting back listening to Bill Bachrach – an absolute financial planning powerhouse – everything he said was resonating. It is a business

Aiming high And working hArd


model where success isn’t based on the size of your client list or annual profit – your own success was measured on the achievement of your clients’ goals.”

Heather headed back home with a plan in mind – based on her research and newfound perspective, she would restructure, rebrand and relaunch her business. Starting the process immediately, Zoetic was launched in October 2013. The unique name was chosen because it means ‘living life’ – their business motto. “We help our clients live their ideal life – which looks different for everyone. We get their financial house in perfect order, and keep it that way forever – while achieving their personal goals in life along the way.” Heather and the team completed the rebrand by moving into their new office in July 2014.

Apart from the business side of life, Heather also has her own personal goals. “I love what I do but there’s nothing like quality family time. I’m so grateful for what I have – my husband Robbie is a really great Dad. Together we are a great team, he gets in and helps with the cooking and sorting out the kids. We’ve both got family in Mackay and I couldn’t do without their help.” It was thinking of her own children – Kai (9), Bella (6) and Mason (18mths) – that led Heather to take on the challenge of coordinating Mackay’s chapter of the Daniel Morecombe Foundation Walk for Daniel. And then occasionally, when she has the time, you can also spot her out for a run or in the gym. “I’ve just completed my first half marathon – I love running but really just enjoy working out in general. Finding the time can be hard but it’s worth it – exercising helps me clear my head and regain my focus.”

Don’t rush – learn from other’s mistakes “Take the time to think it through! Get advice from other business people who have been in that situation. Most successful business people are transparent about their mistakes and are happy to share if you ask.”

look from every angle “Consider all of the possibilities of what could happen – both good and bad. Make sure you have a good long and short term plan in place.”

have enough cash “Plan and manage your cashflow carefully – this will not only give you more options, it will also make the process less stressful.”

follow your gut “I knew Zoetic was an unusual name choice for a financial services business – which is exactly what I wanted because we are different, something that I have embraced.”

Believe in yourself “There will always be someone who tells you that you can’t do it or it should be done another way. If you truly believe in what you are doing, then back yourself and go for it.”

we help our clients live their ideal life – which looks different for everyone. We get their financial house in perfect order, and keep it that way forever – while achieving their personal goals in life along the way.

Whether it is a corporate function or team training session, nerves can strike on any occasion – but there are several methods that can be used to overcome them.

Bek Neilsen learned many effective public speaking techniques from Pioneer Toastmasters, an organisation dedicated to helping people improve their presentation and speaking skills. She offers some advice on how to become a confident public speaker:

• Being prepared is extremely important, according to Bek. “I make sure I’m interested in the topic and do a lot of research to further clarify any material that I may be asked about from the audience.”

• Practice makes perfect. “I practise out loud in front of the mirror – voice tones and clarity are very important to emphasise important parts of your topic.”

• By focusing on connecting with the audience, public speaking

WRITTEN BY: Jessica Grant

becomes easier, says Bek. “find people who are engaged in your topic and focus on them as they will make it easier for you to get through your speech. Negative and closed people tend to make you want to rush and finish quickly.”

• Bek recommends using pauses as a way to counteract rushing your speech. “Try to relax, use pauses and smile – depending on your topic obviously.”

• The message of your speech should be the focus, says Bek, rather than perfect pronunciation. “Really focus on the message you are trying to deliver, rather than wanting to get every word correct. Engage in your material – make it interesting, stimulating, informative and entertaining.”

speaking in front of a crowd has a way of making even the most self-assured person tremble with fear....

Being able to speak confidently in front of people is a valuable asset. Conquer your fear and who knows how far you will go!


Fast forward a mere five months and the Facebook page has attracted over 17,000 followers – that’s well over three times my goal in half the timeframe. Additionally, it’s attracted a lot of media interest – but none of the media coverage was generated by me.

So, what have I learnt about social media cut through in this short space of time?

Focus: Most people I know start a business not just with their head but their heart as well. What are your business values (outside of financial objectives)? Reflect on why you went into business in the first place and ensure your social media reflects this at all times.

consistency:

Social media is a great consumer of your time, however the returns can reap huge dividends if you are attentive. Similar to your own business, the second you leave it sitting, things slow down - right? You need to be posting and monitoring fan engagement regularly. Consistency also needs to be reflected in your posts – your message, your style of posts and your values.

When I started my Humans of Newtown blog in March this year, I set myself a goal of attaining 5,000 Facebook followers over the remaining 10 months of the year. That’s 500 a month or over 100 a week. Anyone in business with a social media presence knows that this is a fairly ambitious goal.

WRITTEN BY: Jo Wallace, Rubystar PR www.rubystarpr.com.au


Diversity:

While consistency is important, so is diversity. Mix the types of posts up regularly. Remember everyone is different – people like different things so make sure you cater for all your fans’ tastes and interests. Keep it interesting by having a mix of sales, news, jokes, images, words and video content. If it helps, create a social media plan that will ensure you maintain that diversity.

Quality:

This is the one that is closest to my heart. I have set myself guidelines for my project and I stick to these no matter what. I won’t post other people’s content (although from a business perspective, I encourage sharing of content to drive traffic). Similarly, I post all of my own images and I am very particular about the quality of these pics as well. Near enough is never good enough.

originality:

There are other ‘competing’ pages in our area but I don’t see them as competition as we offer different things. I know some

of these could drive traffic to my page but I go back to my point about focus. I need to keep focused on my goal, my purpose and my objective and ensure that I always remain true to those. I’ve even stopped following some of these ‘competing’ pages to ensure that I retain originality. It may not be a bad idea to keep an eye on your competitors’ social media sites but not following them so that you are not derailed.

trieD anD testeD:

Now you’ve got a bit of a formula happening – stick with it. Check the posts that gain the most traction and go with what works. If you want to sneak a peek at your competitors, see what types of posts they are doing that work with their followers as well. Alternatively, look at other organisations that have a sound social media presence and see how you can translate their more successful posts to be relevant to your followers.

Good luck – be creative. You can’t really go wrong. The beauty of social media is that there’s room for trial and error in the process and you will learn as you go.

Keep IT INTeReSTING bY hAvING A MIx oF SAleS, NeWS, joKeS, IMAGeS, WoRdS ANd vIdeo CoNTeNT. CReATe A SoCIAl MedIA plAN ThAT WIll eNSuRe You MAINTAIN ThAT dIveRSITY.


> Introducing our participants:

Cyndi: 46-55yo, married, tech educated, self-employed in the beauty therapy industry, also manages admin for the family business. Cyndi has a 21yo daughter and 17yo son.

Jemma: 26-35yo, never married, uni educated, employed full time in the events industry, Jemma has an 8yo daughter

Nic: 26-35yo, married, uni educated, casual in the marketing/design industry. Nicole has a 2yo son and is pregnant with her second.

Suz: 26-35yo, married, uni educated, part time in the legal industry plus holds a directorship. Suz has a 10mth old daughter.

> What media channels do you access each week?

Jemma: I check Facebook, Instagram, news.com and the Daily Mercury daily. I’m an avid Triple J listener and a big TedX fan.

Cyndi: Facebook, novels, biographies, reality TV (House Rules, X Factor, The Block), The Project.

Suz: Industry magazines, Daily Mercury occasionally, Today Show, Hot FM on the way to/from work. I watch The Block, Friends and The Bachelor but otherwise flick between channels.

Nic: Facebook, Instagram, read mummy blogs like A Lovely Lark and love junky reality TV that allows me to relax and shut off my brain for a little.

> What are your main interests outside of work?

Nic: Trying new recipes (and tasting them – I love food!), photography and playing soccer. Go out to eat and see a movie, spend time with my family and friends – I love to be around other people.

Suz: Dancing, movies and TV, shopping, spending time with friends and family.

Cyndi: Reading, going to the movies, family outings and going out for meals with friends.

Jemma: Travel, huge sports fan (soft spot for netball), reading, movies, exercise, the occasional night out – spending time with family usually trumps everything else.

WRITTEN BY: Jade McAuley

s p o t l i g h t :

> What associations or groups are you a part of?

Cyndi: Karate Association and AETS (Beauty Therapy Association).

Nic: Alumni group of designers.

Jemma: LinkedIn, Artshub and a few networking groups on Facebook.

Suz: Mackay Young Professionals, Mackay Chamber of Commerce, Resource Industry Network, Australian Institute of Co-Directors, Queensland Law Society, Mackay District Law Association.

> How do you seek out information or solutions, for yourself or your family?

Suz: I’m a bit OCD so I get a lot of opinions. For home – Mum, friends or Google; for work – mentors, family, friends, self-help books on management; and for parenting – I get great weekly

This edition we get an insight into working Mums – quite often a key influencer and decision-maker in a household. The answers below are a look into how to reach this lucrative target market and what interests them.


No one can afford to target everyone. Taking the time to identify your target market (or markets) for each product or

service you offer is the best first step you can take to effectively marketing your business.

emails from Baby Centre that are personalised to your baby’s age and stage of development, TV ads, radio ads and industry magazines.

Jemma: The internet for finding information on children’s products and events – customer reviews are a great help. I also look to friends with kids for their opinions and experiences with certain companies. I’ll talk to my parents, family and friends and then usually just go with whatever advice is closest to what I wanted to do anyway.

Nic: Internet for research on practical things (like photography or cooking), for something more sensitive I would ask for advice from a close family member (such as my husband, Mum or sister) or friend. For parenting info, Mummy blogs and Facebook groups are great! I also get some parenting eNewsletters and follow baby related pages on Facebook. Word of mouth is always a big one too.

Cyndi: Internet research/Google, my family, product rep or manufacturer, email newsletters.

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Most users visit Facebook with a mobile or portable device // Mobile traffic accounts for nearly 13% of all web traffic // Mobile searches have grown 400% since 2010 // 57% of people won’t recommend a business with a bad mobile site // 9 out of 10 mobile searches lead to an action

With a staggering 70% of Aussies owning a smartphone or tablet, this is a clear indication that we are dependent on our mobile devices – which are rarely out of our reach. Need more convincing? Read on!

Portability and connectivity: A mobile website can be accessed anytime, anywhere. This constant connectivity allows unprecedented opportunity to connect with your target audience in new ways – wherever they are.

Frequency: Over one third of the Australian population are accessing the internet via mobile devices 5 times (or more) per day.

Faster website load speed: As a time-poor society, time is very important to us. To prove that point, studies show that mobile users will abandon a website that takes more than 6-10 seconds to load.

Improved mobile SEO: Whether we like it or not, we are all slaves to Google, and having a mobile site will rank well among the Google Gods.

Competitive advantage: There is a chance that your competitor already has a beautifully optimised mobile website, but it’s never too late to join the game. It may pay to visit your competitor’s site to assess and see possible improvements that you could apply to your own site.

To get started, set up a meeting with the folks who designed your website to see how to go about creating a mobile version.

WRITTEN BY: Samantha May

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WOOD STREET FRONTAGE WRITTEN BY: Kevin Borg, Chairman of CANEGROWERS Mackay

Growers throughout the region have been enjoying ideal planting conditions and by now most will have completed this task. By the time Instincts Magazine’s second edition goes to print, we hope to have had a good fall of rain to help get the 2015 crop off to a strong start. At the time of writing, CCS and PRS (sugar content) levels were continuing to strengthen through the cooler dry conditions with tonnage estimates either holding or increasing slightly.

Sugar marketing issues, along with water and electricity pricing, are amongst the most significant issues facing the sugar industry this month. CANEGROWERS is keen to see an appropriate and mutually beneficial outcome to marketing issues now that the State Government has announced an inquiry into the decision by Wilmar Sugar, MSF Sugar and Tully Sugar to withdraw from long term sugar marketing arrangements with industry preferred Queensland Sugar Limited (QSL).

We expect that the repeal of the Carbon Tax will have a beneficial flow-on effect on previously proposed steep increases in electricity pricing and other farming input costs, hopefully giving growers some welcome relief from continuously rising costs.

This is the third annual tri-regional (Mackay, Isaac, and Whitsunday) agricultural exhibition.

For more information phone: 4944 2600


feature

From our customers to working with suppliers and the media – the right connections can make a huge difference. It’s not just ‘who you know’ that can give you an edge – the best advantage you can create is the experience you offer to anyone who comes into contact with your business.

First, we look at how keeping our supplier relations local can have great personal and community benefits. Mackay has been going through a lot of changes – with some business sectors finding their feet, as others are quickly downsizing. We have the opportunity to create a thriving and supportive business community – as long as we’re open to looking at new opportunities and new ways of doing business. This is where strategic partnerships come into play – this is truly a largely untapped resource that can lead to mutual success. It might be time to look at your own business – see what you can offer others and what they could offer you in return.

We’ve also outlined out some pro networking tips – it’s not everyone’s favourite thing to do but if you do it well, the results will surprise you. And lastly, we delved into that all-important customer relationship. As the saying goes, there’s no traffic at the extra mile.

If you invest time into creating a meaningful experience for your customer when they interact with your business – you won’t regret it.

Our feature fOr this editiOn is based On peOple-tO-peOple relatiOnships Outside Of yOur business – hOw they can cOntribute tO yOur success and hOw tO make them better.

1. Business-to-business relationships: After customers, business-to-business are the next most important relationship. After all, on a daily basis how many businesses would your business interact with? Take the courier who delivers your stock; a strong business relationship will not only result in a loyal customer for them but can benefit your business with a supplier who will go above and beyond for you.

2. Strengthen the community: Nationally we promote buying Australian products to look after Australian business and jobs, so why not incorporate this concept into your community? Buying from local businesses means contributing to the success of their business, which in turn keeps your friends and neighbours in a job and in the community. Make your short-term goal, local long-term growth.

Studies show that community groups, fundraising and sporting alike, receive the majority of their support from smaller local business as opposed to large corporations. Supporting local business is a win for the whole community.

3. Save time and money: As the saying goes, time is money. Buying from other local businesses that specialise in what you require will mean all the hard work of finding and freighting the product is already done for you. In most cases you will find that you’re buying a unique, better quality product intended for your business, as the local you are buying from will know and understand your business’s needs.

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The term ‘buying local’ is not just reserved for fresh produce, it is a phrase that we are hearing more and more in the current economic climate. So the big question is: when it comes to your business, should you import labour and products or should you try to source them locally?

{ Play a Part in BOOStinG Our lOcal ecOnOmy }

WRITTEN BY: Alanna Marslen

(07) 4951 1900 | Shop 2, 22 Gregory St. Mackay QLD 4740 | www.mackay.signarama.com.au

Complete Sign SolutionS• Commercial Vehicle Wraps• Directional Signs• Building Signs

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WRITTEN BY: Lee BrakePHOTOGRAPHED BY: Just One Moment


What if I told you that one of your business’s biggest assets is in fact other businesses? Yes, it’s no secret that strategic business-to-business partnerships provide the bread and butter for many small business owners.

Think about the mechanic, panel beater and tyre fitter who refer business to each other; the pizza joint that opens next door to a bottle shop and DVD store; and the mortgage broker, real estate agent and solicitor who all recommend each

other. Strategic partnerships are a simple yet highly effective method of increasing your customer base cheaply while also providing a greater level of service to your clients.

Health & Hearts Exercise Physiology Clinic, Limitless Physio and Pioneer Podiatry are three businesses who have always had a close relationship and they have all benefited from business-to-business referrals, however, Limitless

Physiotherapist Connie Neeskens decided to take this relationship one step further.

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“I’ve always had a lot of clients who want to be able to run, but can’t because of fitness, pain or a past injury,” Connie explains. “It wasn’t until I started on a program to overcome my bad knees and get back on the running track that I had the idea of starting a running program. At Limitless, we’ve always had a great relationship with Keiran [Kowalski] from Health & Hearts and Phil [Marshman] from Pioneer Podiatry, so I decided to contact them and see if we could combine our specialties to develop a program.”

Phil Marshman explains how the program is able to help those who have “tried and failed” at running. “By having three specialists we can screen clients, pre-empt any problems and work on their weaknesses.”

Phil also revealed that the trio work closely with a fourth business, Athlete’s Foot Mackay. “We hold our initial meeting there and give a seminar on footwear. It’s a great way to spread the love around [to other businesses].”

The resulting program is an injury safe, eight week program designed and supervised by university educated healthcare professionals, perfect for those wishing to get into or improve their running. From a business perspective, it’s a classic example of a strategic partnership where three businesses are teaming up to provide not only a better product or service, but to also attract clientele who they wouldn’t normally be exposed to.

Health & Hearts’ Keiran Kowalski reiterates this fact, “Health & Hearts specialise in the design of exercise programs for increasing fitness and working on problem areas, and we also run a gym which caters for those over 50. Limitless, however, do a lot of hands-on sports rehabilitation work with a younger demographic. By teaming up on the Mackay Running Clinic, we’ve been able to combine both our demographics and specialties.”

The first Mackay Running Clinic was held at the start of this year and a second in August.

Having already run a successful pilot program, we took the chance to chat to the team about what they’d learnt from running the initial clinic and any advice they would have for business owners looking to undertake a strategic partnership.

For Connie the key is communication. “It’s important that everyone is kept completely in the loop – both the other businesses and the staff of your business,” she explained. “That way everyone can participate and share the load.”

Connie also points out that it’s very important to enjoy the experience. “You have to have a great relationship with the people you’re teaming up with and you have to be passionate about the project. It has to be fun. I’d also recommend having the same goals and motivations.”

Keiran advises that when you’re looking at starting a project that involves a strategic partnership, it is very important to do your homework first. “Like any service or product, it’s best to research your target market and demographic and really plan out what they want and how best to provide it. Once you have that, really think hard about who you want to involve and what specialties and assets they can bring, as well as what you can offer them. Their involvement has to be mutually beneficial.”

Keiran also recommends developing a social relationship with other professionals in your field. “I met Connie and Phil at various networking events, like health seminars. If you already have a social relationship, it’s so much easier to work together.”

Phil added some excellent business advice. “I only work with the best people in their field. If you work with someone or recommend someone, they are a reflection on you and your business. You have to be able to trust them and the quality of their work.”

He also explained that a strategic partnership is only successful if it benefits the client. “You’re not only directing your clients to a specialist who is the best in their field, you’re saving them time. For example, the moment I send someone to see Connie or Keiran, I’ll jump straight on the computer and send them an email giving them all the client’s details and what I referred them for. This means the client can spend more time getting treated and less time in consultation.”

A strategic partnership can be just the thing to spur on new growth in your business. It’s cheap and effective, but it’s not something to rush into. Do your homework, choose partners carefully and you will see results.

From a business perspective, it’s a classic example of a strategic partnership where three businesses are teaming up to provide not only a better product or service, but to also attract clientele who they wouldn’t normally be exposed to.

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WRITTEN BY: Stephen Schwer, General Manager of Mackay Tourism

Networking is much maligned and misunderstood. Some think of free food and drink. Others think of it as an inconvenience. Let’s be honest, it can be a bit freaky going to a networking function. You don’t want people to think you’re sleazy by selling what you do, let alone having to talk to strangers. But you have to move past that – in three steps:

1. Wallflowers unite

Everyone at the function feels the same way you do, so relax and be yourself. Find the people who seem to be hanging back from the crowd – they can sometimes be the ones who you will learn the most from, and be able to do the most business with!

2. Suit(ability) up!

Go to the networking events that best suit your business. Chambers of Commerce/traders’ groups, local progress associations and business groups are a good start. Membership organisations are good too. I believe in being a member of as many groups as I can, because they all offer me ways of growing my networks and collaborating on projects.

3. Be well connected

Capitalising on your networks is about building relationships. Don’t just be in it for what you can get out of it for your business. The most successful networkers are the people who introduce others to each other. Help your networks to build their networks too, and take the time to get to know the person you are networking with. They aren’t just extra dollars in your till – they are people just like you with families, social lives, hobbies and interests. Be interested in them as people; not as wallet fillers. They may be new friends as well as new business contacts.

REAP THE BENEFITS

WITH MACKAY TOURISMFOR YOUR BUSINESS

Membership packages start from just $259 per annum (that’s only $5 per week!). Membership fees are tax deductible.

WHAT YOU GET:

> Regular business development workshops> Preference for hosting industry and media familiarisations> Cooperative marketing opportunitiess> Promotion at the Mackay Visitor Information Centre> …Plus much more

Not directly in the tourism industry?

For more information, please contact Lyn at Mackay Tourism [email protected] / 0448 994 180

Ask about our supporter packages!

mackayregion.com


When starting up a new business or trying to increase trade for your established one, the secret ingredient is to stand out from the crowd. Paying special attention to providing quality service and going the extra mile is what can separate you from the rest of the pack. Black Owl Design owner, Amy Sherlock, built an impressive client list from scratch in just 12 months by providing exceptional service – and her clients spread the word for her.

Regardless of business type or industry, there are a number of things to consider if you too want to go the extra mile:

Determine your customer’s expectations and over deliver:According to Amy, meeting face-to-face with new clients over coffee is a great way to get an insight into the client’s passion and the direction of their business, which enables you to effectively customise their product. “Explaining everything the client gets for their money and talking through each step helps them to see the value and outlines what is expected from us,” said Amy.

Service with a smile:“A can-do attitude is everything – with good service and the right attitude you can generate client loyalty and brilliant word of mouth advertising,” said Amy. “Every job is different due to the client’s wants and needs, which keeps things exciting. Every design I create has a little bit of me in it and I still get excited when I see the finished product being used.”

Learn from the negatives:There will always be a client who comes along and is indecisive, or has trouble communicating what they’re looking for, or they just don’t like what you’ve done. Nonetheless, this is an opportunity to better your business. If one client has had a certain problem with your product or service, then others may have had the same problem. “Always listen to feedback – both good and bad.”

Look at value, not cost:Amy believes that going the extra mile is in the fine detail. “Think of a time you have received great service – what did they do

WRITTEN BY: Alanna Marslen

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differently? Things as small as interested chit-chat, a big smile, a willingness to share product information or giving the kids a balloon can make a world of difference without blowing your budget.” After all, “excellent service does not cost anything”.

After-sale service:According to Amy, after-sale service is all about the customer and ensuring they are more than satisfied with the product. “It comes down to the little things. If I see their social media profile picture isn’t quite right, or if something on their website needs another look at, I will contact them or send them through the file free of charge.” Amy is happy to admit her clients are her number one priority and if she sees there is something that could be improved on, even outside her skill set, she is the first to call and point them in the right direction.

LOGOS . WEBSITES . CORPORATE BRANDING . FLYERS

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WITH

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BlackOwlDesignbuilding creative designs


In a nutshell, the ‘cloud’ is a server or servers located in a data centre. This data centre is located somewhere in the world, depending on your service/provider. Personally, I love the cloud. It has given small businesses, the opportunity to access many applications and resources which in the past were only available for large companies. However, the cloud is not without its own pitfalls. One issue is data ownership – you need to have a plan B in case you can’t access the cloud when needed.

Traditional software: In the past, a business would purchase a software package which seemed right for the company – for example Microsoft Office, MYOB or Quickbooks. They would pay a large one-time fee to purchase the product, along with an annual licence fee. This software generally would be installed on a local server. Every time this software had an update you might need to contact support.

Introducing SaaS (Software as a Service): A relatively new and very popular cloud model is SaaS or ‘Software as a Service’. Here you pay a small monthly fee to gain access to software applications, without the need for an onsite server. Spotify, Xero and Adobe Creative Cloud are all very good examples of SaaS.

The SaaS model has some great benefits. However, before you jump in, here are some questions to ask the software provider.

Who oWns the data once it reaches the cloud?

Most cloud providers will have a clause like: 5.1.1 At all times, the “Customer Data” remains the exclusive property of The Customer. However, don’t just assume – ask the question, get the answer in writing.

can i doWnload a backup copy of my data?

Just like software on a local server, you will want an offsite backup. Take ownership of your data, make sure you are getting an offline copy of your data at least once a week.

If you’re thinking, “but the cloud provider will do all the backing up for me” – I love your optimism. All companies are run by people – who can make mistakes. Having ownership of your data gives you peace of mind.

What happens if my saas company goes bankrupt, is purchased by another company, or Worse – seized by a government?

You might have the best SLA (Service Level Agreement) in the world, but if 10,000 clients all have this same SLA and are all banging down the door asking for their data, you don’t want to be stuck without any access to your data.

if i have no internet access, can i use the softWare offline?

A handful of SaaS companies offer a hybrid model, which allows you to take the working data offline and work without an internet connection. Once you’re back online, the software will synchronise.

Where are the cloud servers located?

I mean physical location. Is your SaaS provider using a data centre here in Australia? Does your data replicate to another site, or are your cloud servers located overseas where they

{ And why should I cAre? }

WRITTEN BY: David Tranter, Owner/Manager of TranTech ComputersPHOTOGRAPHED BY: Forsyth Digital


may fall into different laws? This is yet to really be proven as a major issue for small business but knowing the location of your data is good practice.

What is the cloud provider’s data retention policies?

If you sell your business and still need access to your data for 7 years for the ATO, do you have to pay an active subscription to view this data or can you get a read-only for free or a lower price? Some SaaS providers only have a 30 day retention policy once you stop paying.

Overall, the cloud has some great benefits – such as SaaS – but like any new business purchase, make sure you ask questions first so that you don’t regret it later.


WRITTEN BY: Amanda Hutchinson, Owner of BodyFit

To achieve and maintain your health goals over the long term, start with altering the way you think about food. This includes getting educated on some key elements of nutrition – finding out what your body needs to have fantastic energy. We seem to have a tendency to focus on what not to eat, rather than what our body really needs to have better health.

If you find that you have less energy, the culprit may be that you lack nutrients. The truth is, it’s all about balance. You can have “naughty” convenience foods, but instead of having half a pizza, the better choice would be to have one to two slices with a side of salad. Plus eat your salad or vegetables first and then have your treat. This way if you start to feel full, you’ve had the nutrient-rich food first.

Another pitfall of having a busy lifestyle is that you may eat out a lot; this is because it’s hard to find the time to prepare meals. We need to create balance here. Do not get stuck in the mindset that you have no time to prepare meals. Yes, sometimes you won’t have the time, but don’t let this be an excuse either. When you dine out, know where the healthier restaurants are, and don’t be afraid to ask them to adjust your meal the way you want it.

Start by making small manageable changes. For example, limiting refined grains – this includes

things like white bread, pastries, cookies, and donuts. If you do have a meal with foods like this, then also have a side of vegetables, salad or fruit. By doing this, your meal will become higher in the nutrients you need and give your body more fibre, which will create a better digestive balance.

On your days off, set aside an hour to prepare some lunch meals. Have some brown rice with your choice of protein and some steamed vegies. Start with just a few meals that you can put in the freezer. Every second day, have a homemade freezer meal and dine out the other days. This is a better option than always dining out.

There are so many adjustments you can make to your diet to help achieve your goals – the key is to make small, manageable changes first. That way you won’t feel overwhelmed and will be more inclined to stick with it.

Summary:Every time you have a treat meal, have a salad, vegies, or fruit as a sideChoose wholegrain foods, like brown rice, wholemeal bread or sweet potatoesStart preparing some meals on your day off

We all want our bodies to look good and to feel more energised – so how do you achieve this when you’re super busy? First of all, take a look at what you’re doing now that may be jeopardising what you really want.

Find out with IMPACT IMPROVEMENTS

How successful are your business relationships ?How do you know they are successful? What do you need to do to have successful business relationships?

[email protected] 070 586 . WWW.IMPACTIMPROVEMENTS.COM.AUCONTACT US TODAY all enquiries welcome

ARE BUILT ON SUCCESSFUL RELATIONSHIPS...

...INSIDE AND OUTSIDE YOUR BUSINESS

ENGAGE. LEAD. ACHIEVE.

SUCCESSFUL BUSINESSES

Anthony Volodkin

Capture: collect what has your attention (write down everything you can think of).

Clarify: process what it means (what needs to be done for that item to happen?)

Organise: put it where it belongs (for example, a to do list with three columns –

urgent, soon, when I have time)

refleCt: review frequently (add and remove items as needed and if it’s been on there for a

long time – delete it)

engage: simply do (add items to your diary, schedule in reminders and get it done!)

SOURCE: David Allen, gettingthingsdone.com

Branding doesn’t matter?

The red and white Coca-Cola logo is recognised by 94% of the world’s population!


Stuck on how to get started designing your office? Find one piece – an accessory, furniture, a print – that you know you want to include and build from that. For this shoot, we started with the oars to put together a nautical type office setting with a grungy twist.

1. Don’t be afraiD of colour! Coloured furniture can look a bit full on at the store but in your office, it’s a great way to bring the space to life.2. even office greenery can fit in with your theme – such as this seaweed style pot plant. Small touches can really make a difference when laying out your office for functionality and fun.3. if you spenD a lot of time at your Desk, investing in an ergonomic chair is always a good idea. Look for one that has adjustable lumbar support and neck rest to tailor it to your body.

STYLED BY: Meg Stewart Design { 0413 698 612 }

1.2.

3.


Ergonomic executive mesh chair, Rimni designer chair, Norway café chair, Unit flip table, Ausfile mobile caddy: Empire Furniture

Binders, rope ball, wire basket and cushions: Kmart

Books, lamp, oars and rug: Stylist’s own

PHOTOGRAPHED BY: Nicole Hatfield

Before committing to a loan based on interest rates alone, it’s worth taking a closer look.

Is the rate subject to an Introductory perIod?

Home loan providers often advertise a super low rate to attract customers, but what may not be clear is that this rate may only apply for an introductory period. When comparing mortgage rates, it’s important to know whether the advertised rate will last, or if it will revert to a higher rate after that introductory period.

Low rates but hIgh fees?

While low interest rates are an attractive home loan feature, the low rate could be hiding significant fees and unexpected expenses. So dig a little deeper while sizing up a potential home loan. Check if all the fees are clear or you risk being surprised with additional costs down the line.

Is the Loan fIxed or varIabLe?

Home loan lenders generally offer several different options in regards to your interest – fixed, variable or split. A variable rate will fluctuate – usually in conjunction with the official cash rate - while a fixed loan ensures your interest remains unchanged for some time. If you’re still sitting on a white-picket fence, a split rate home loan gives you the best of both worlds, with part of your loan fixed, and part variable.

sure there’s attractIon, but Is there commItment?

Instead of focusing purely on superficial interest rates, access a home loan built on trust. Find a mortgage provider that takes the time to understand your home loan needs, and provides a high level of service on an ongoing basis.

WRITTEN BY: Melissa Green, Owner-Manager of BOQ Mackay City

What’s in a home loan rate? If you’re in the market for a home loan, you have no doubt noticed all the attractive interest rates out there. The heat is on if you want to buy a property or review your rate, but do these hot rates actually stack up?

BOQ CP RATE-Mackay City 120x210-InstinctsMag.indd 1 23/05/2014 2:42 pm


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accommodatIon: Lanai Riverside Apartments back cover | www.lanaiapartments.com.au

busIness bankIng: BOQ Mackay City page 36 | www.boq.com.au

busIness performance coachIng: Impact Improvements page 35 | www.impactimprovements.com.au

commercIaL cLeanIng: Messers Commercial Cleaning page 6 | www.messerscommercialcleaning.com

corporate caterIng: K&Co page 7 | www.facebook.com/kandcomackay

fInancIaL pLannIng: Zoetic page 9 | www.zoetic.net.au

graphIc desIgn: Black Owl Design page 29 | www.blackowldesign.com.au

marketIng: Kimberly Adelaide page 18 | 0427 983 149

mortgage broker: Maven Capital page 13 | www.mavencapital.com.au

photography: BNA Photography page 17 | www.facebook.com/BnAPhotographyMackay

prIntIng: BB Print page 2 | www.bbprint.com.au

sIgnwrItIng: Signarama Mackay page 23 | www.mackay.signarama.com.au

software traInIng: Training Ahead Australia page 8 | www.trainingahead.com.au

busIness group membershIp: Mackay Tourism page 27 | www.mackayregion.com

tenancy for Lease: Canegrowers Building page 19 | www.mackaycanegrowers.com.au


Mackay TourisM sarina Business evenTs FaMil14 October | 8am - 1pm | $TBC Sarina businesses [email protected] | 0448 994 180

aGM GuesT speaker Holly ransoM15 October | 12 - 2.30pm | $70 members, $90 non-members Mackay Grande Suites [email protected] | 1300 799 726

Business aFTer Hours neTworkinG29 October | 5 - 7pm | $20 members, $30 non-members Quest on Gordon [email protected] | 1300 799 726

yp Mackay coFFee caTcH up6 November | 7.30 - 8.30am | Free - buy your own coffee Woodman’s Axe, Sydney Street [email protected] | 0438 178 101

ZonTa says “no” Dinner (awareness and eradication of violence against women) 8 November | 6.30pm | $80Mackay Grande Suites [email protected]

inspiraTional Business woMen’s neTwork Mackay aFTer Hours evenT

20 November | 5 - 7pm | $38 members, $49 non-members Ocean International Hotel [email protected]

cHrisTMas parTy10 December | 5 - 7pm | $20 members, $30 non-members Quest on Gordon [email protected] | 1300 799 726

I’ll never tire of hearing how much people love Instincts and what we’re trying to achieve – but honestly, the response was slightly overwhelming. The Instincts team and I started the mag to provide expert, well researched, quality articles that were relevant to local business owners and professionals. We also wanted to create a platform for businesses to advertise effectively – reaching the right audience with the right message for an affordable price.

I guess it was a risk to try something of this nature, we’re pretty unique when it comes to publications – and I don’t think I was really expecting other people to catch onto the concept so quickly. But you sure did! Our readers have been very vocal in their support – and I just want to say thank you.

Thank you to my team for your passion and top quality work, thank you to our advertisers for taking a chance on a new mag to bring Instincts into existence and thank you to all of our readers for your kind words and your time.

Edition three will be coming out in mid-January – we went a little later to give everyone time to get over the festive season. We’ll find out how to handle bitchiness in the workplace, learn different methods for managing your social media presence and our feature is all about taking it to the next level. From expanding in a slow market to how to use goal setting to push boundaries – it’s all in the next edition of Instincts.

Cheers,For a full calendar of events head to www.instinctsmagazine.com.au

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