“The BizCenter provided a great, comfortable atmosphere. It [advisory session] was very helpful.”

—Holly Stepleton Stepleton Electric

Vale, Oregon

UPCOMING CLASSES

November 13 QuickBooks® - Starters

November 16 QuickBooks® - Next Step

November 19 Aggressive Listening

November 20 Business Basics: How to Start Your Own Business

Ongoing—Home Study Oregon CCB—

Construction Contractors Board —

Examination Study Guide

BizCenter 650 College Blvd.

Ontario, OR 97914 541-881-5762

bizcenter@tvcc.cc www.bizcenter.org Treasure Valley Community

College is an equal opportunity educator and employer.

Volume 18; Issue No. 11

cont’d. next page

In the

Spotlight

Have you been down the trail lately? Well, if your path hasn’t taken you to Oregon Trail Hobbies & Gifts, you have been missing out on some serious fun! Dale and Cheryl Cruson opened Horizon Hobbies in 1984. Since then, the store has made a couple of moves, expanded in space, broadened its inventory lines, and undergone a name change. In August of 2008 the store moved to its current location on South Oregon Street in Ontario with 4,800 square feet full of all kinds of goodies and merchandise.

But “merchandise” is not all that can be found at Oregon Trail Hobbies and Gifts. Customer service, a friendly smile, and helpful guidance is ingrained in the Crusons’ way of doing business. And Rudder, the Golden Retriever, is there to greet customers as well. Exploring the store, customers will encounter a vast and varied inventory. Each glance finds another interesting hobby or gift item tucked on a shelf. The Christmas corner stays up year-round, so the holiday items don’t disappear in the summer’s heat. So what can be found in a store where the owners say they “sell serious fun”? A lot. While models and radio-

controlled toys were an early standby, here is a sampling of some of the other items that can be found at Oregon Trail Hobbies and Gifts today:

metal detectors model trains collectible dolls “Flying Wishes” charms rockets art supplies clock works pine wood derby

radio-controlled toys model cars, planes, etc. rubber band guns microscopes telescopes chemistry sets educational toys balsa wood planes

3-D & swing cards doll houses & miniatures candle-making supplies Weiser Classic Candy mini prayer boxes books by local authors Malheur Co. books Oregon gifts/souvenirs yard flags & banners college-themed items (BSU, UO, OSU) Melissa & Doug ®

educational, classic, & plush toy lines Christmas items custom cut/made vinyl lettering and signs

Cheryl and Dale Cruson stand beside some of the plush animals sold in the store.

Oregon Trail Hobbies and Gifts 272 S. Oregon Street

Ontario, Oregon 97914

ph: 541-889-3747 or 800-464-6229 e-mail: hobbies@oregontrailhobbies.com website: www.oregontrailhobbies.com

This newsletter content is provided as a service for informational purposes only; any actions or decisions should be based on your own determinations and policies. This information does not constitute legal advice. When appropriate, you are encouraged to utilize professional advisors (e.g., accountants or lawyers).

Save on gas

Save travel time

Support your local small businesses, and in turn, your community

Avoid the parking problems and crowds of big box stores and big towns

Get friendly service that will still be there after the sale and holidays

Don’t risk traveling longer distances in winter weather

See what the item actually looks like and the quality before the

purchase rather than just looking at an online picture

The Crusons also have some consignment items in the store, such as beautiful metal pieces, wood scroll work, wooden bowls, and other items. The consignment offerings vary over time. If a customer can’t find what he or she wants in the store, Cheryl will be glad to try to order it. She says that she spends 90% of her time some days trying to track down and order special requests. VINYL lettering — Oregon Trail Hobbies and Gifts started a new business line in 2010 offering vinyl signs and lettering. With a commercial cutter and software, Dale Cruson can help other people and businesses with signs, banners, window lettering, promotional items (e.g., coffee cups), and more. He has made memorial and celebratory tiles, worked on memory boxes, and made other non-traditional and creative objects. When asked about the hobby industry and trends, Cheryl Cruson said they have seen a big movement and emphasis in the hobby world on American-made products. She also has noticed and enjoyed the nostalgic desires of customers, whether it be for balsa wood planes, rubber band guns, or model toys. Both Dale and Cheryl Cruson have been active through the years with the BizCenter. Whether it was sitting on the committee that hired the current BizCenter Director (Andrea Testi) or taking classes, their BizCenter involvement has been and continues to be strong. They periodically take classes, and both were participants in the Veterans

Small Business Management program. Cheryl said, “The BizCenter keeps us keeping on.” She adds, “They help us keep up-to-date with technology.” The Crusons are going to do some display and layout adjustments to integrate the suggestions they recently received from a marketing presentation at the BizCenter.

The Crusons are very active and involved people. They belong to business organizations such as the National Retail Hobby Stores Association, the

National Association for the Self-Employed, the Ontario Chamber of Commerce, including the Ontario Visitor and Convention Bureau, the Downtown Ontario Business Association, and the American Business Women’s Association (Cheryl). Cheryl has also participated in the American Leadership Forum boot camp and its year-long course. The Crusons throw some hobby groups in the mix as well — the Experimental Aircraft Association and the Snake River Valley Modelers. With a strong commitment to the community, the Crusons, either together or individually, are part of many other organizations which include the Malheur County Search and Rescue team, the board of directors of their church and the airport (Dale), and the TVCC BizCenter Advisory Board (Cheryl). Cheryl Cruson is the current Chair of the Treasure Valley Community College Board of Education and a strong supporter of the college. Giving back and staying involved is a way of life for the Crusons.

Oregon Trail Hobbies and Gifts ————————-

“The BizCenter keeps us energized.”

—Cheryl Cruson

cont’d. from p. 1

The BizCenter is partially funded by the U.S. Small Business Administration (SBA). SBA’s fund-ing is not an endorsement of any products, opinions, or services. All SBA-funded programs are extended to the public on a nondiscriminatory basis. Special arrangements for handicapped individuals will be made if requested in advance. Contact Treasure Valley Community College BizCenter, 650 College Blvd., Ontario, OR. Phone: 541-881-5762.

Tax Credit for Hiring Veterans

Late last year, a new law expanded the Work Opportunity Tax Credit

(WOTC) for employers that hire eligible unemployed veterans. The

credit can be as high as $9,600 per veteran for for-profit employers or

up to $6,240 for tax-exempt organizations. The amount of the credit

depends on a number of factors, including the length of the veteran’s

unemployment before hire, hours a veteran works, and the amount of

first-year wages paid. The new law allows employers to claim the

WOTC for veterans certified as qualified veterans and who begin work

before January 1, 2013.

If hiring a veteran, don’t wait until the end of the year or your tax return

filing time to take action. An eligible employer must file IRS Form

8850 (Pre-Screening Notice and Certification Request for the

Opportunity Tax Credit) and ETA (Employment and Training

Administration) Form 9061 (or ETA Form 9062) with the state

workforce agency within 28 days after the eligible worker begins

work.

After the required certification is secured, for-profit employers claim

the tax credit as a general business credit against their income tax.

Qualified tax-exempt employers claim the credit against the employer

social security tax.

For further information, click here for a U.S. Department of Labor

Employment and Training Administration overview of the program or

here for an IRS summary of the program. Also, contact the applicable

state workforce agency for additional information and to file forms:

Oregon Employment Department

WOTC Unit, Room 201

875 Union Street NE

Salem, OR 97311

ph: 800-237-3710 ext. 71478

Idaho Department of Labor

WOTC Unit

317 W Main Street

Boise, ID 83704

ph: 208-332-3570 ext 3351

The TVCC BizCenter periodically offers a 9-week course geared to the veteran small business owner. In addition, shorter work-shops and classes are offered throughout the year along with one-on-one advisory sessions to assist small business owners. Call the TVCC BizCenter at 541-881-5762 or click here to find out about the BizCenter’s services. The TVCC BizCenter wants to help our veterans be successful.

November is

National

Entrepreneurship

Month

Small businesses create about two of every three new jobs each year. With American’s entrepreneurial spirit, the future will be bright for the next generation of entrepreneurs and the next generation of great American companies.

“From inventing the traffic light to developing the artificial heart, our Nation’s doers, makers, and entrepreneurs have proven time and again that, in America, it takes only a single good idea and the courage to pursue it to change history. In fulfilling this simple promise, these visionaries play a critical role in sparking new industries, expanding our economy, and generating new job growth across our country.”

—President Barack Obama

“America continues to out-innovate and out-compete the rest of the world with new, powerful ideas that are being born in our classrooms, over our dinner tables, and, yes, even in people’s garages.”

—Karen Mills, SBA Administrator

It is the policy of the Treasure Valley Community College that there will be no discrimination or harassment on the grounds of race, color, sex, marital status, religion, national origin, age, or disability in any educational programs, activities, or employment. Persons having questions about equal opportunity and non-discrimination should contact the Human Resources Director located in the Student Services

Center on the south side of the Four Rivers Cultural Center Building. Phone 541-881-5836.

One of the elements in the grand scheme of things is knowing what makes your business different from the competition. What you do with that knowledge can make or break your business. Specifically, are these differentiators clearly defined and part of your sales strategy?

Do you know —

Why your business is different from the competition?

Why your differentiators matter to your customers? People call this the “so what” factor.

If you are selling to businesses, how do you help your customers differentiate themselves from their competitors?

No business can survive by selling on price alone. Here are some tips for incorporating your differentiators into your sales (and marketing) process.

1. Understand your differentiators and

what they mean to your customers.

Even if you’re selling a service in a highly competitive space, there is always something that should differentiate your business. Take, for example, the lawn service business. How can you differentiate yourself from the other contractors in your community? Yes, price is important – after all, it’s just a lawn,

right? But what else have you got to offer? How can you really help your customers? Can you advise them on the optimal time to seed or treat their lawn? Is there a type of mulch you know will hold its color and make for a happier homeowner? Is your record strong on reliability? Your “value-added” differences, beyond just mowing lawns, can differentiate you. It’s not enough, though, to communicate only what differentiates you. Can you explain to your customers what impact your differentiators have on them? In the example above, you’ve differentiated yourself in several ways:

1. You’ve delivered a consultative sell that’s already above and beyond simply responding to a

request for a quote.

2. You are likely saving your customer money while helping them do what’s right for their yard.

3. You’ve identified and used your

reliability and expertise as a value-added differentiator.

This approach alone might just be enough to differentiate you from the next contractor who quite possibly views this as a purely price-based sale. So get to know what your differentiators are and advocate for them, not just as a sales person.

2. Get to know your competition and

how to sell against them.

To help refine your differentiators, it’s also useful to understand what your competitor’s differentiators are. Get to know their strengths as well as their weaknesses. The

latter is important because you can define your differentiators accordingly and step up your game in these areas. Check out online reviews (Google+, Local, Yelp.com, etc.) and even local community discussion boards. If you lost out to a competitor on a deal, be bold and politely ask the prospect why they chose to do business with the competitor and not you.

3. Find out which differentiators

matter to your customers.

Your customers play an important role in helping you further refine your differentiators and focus on the ones that matter to them. Step outside your business, listen to your customers’ needs, and fine-tune your sales pitch and marketing messages to focus on differentiators that actually matter.

4. Have integrity.

No one trusts a glib salesperson who walks all over the competition in a sales pitch. Stay true to your business values. Don’t just emphasize the competition’s negatives; be prepared to explain why you are better than they are. Selling is a tough business, but a salesperson or business owner with integrity is a huge differentiator and goes a long way to creating a compelling customer service experience.

5. Roll your differentiators into all your

marketing messages.

Help ensure your differentiators are well-defined and ingrained across your entire sales and marketing operations. Develop a messaging platform and plan that embraces them and integrates them throughout, although it may be with a subtle touch at times.

5 Tips for Using

Differentiators to

Increase Small

Business Sales

—from SBA.GOV

Try some of these marketing ideas to promote your small business or to help jump start your own creative thoughts.

A couple of things to think about:

The holiday months may be a busy time for both you and your customers. Think realistically about your limits on time.

It is already late in the year for holiday planning. What will fit in the “holiday window” this year?

Be careful about overdoing the “red and green” too early in the season or too aggressively. Some people don’t care for or aren’t ready for holiday promotions at the start of fall. However, the type of product or service you offer impacts when you should start rolling out the Christmas theme.

Use an open house to showcase such things as your product lines, new menu, or holiday season gifts. You can even hold it early in the fall as an autumn event to avoid the “holiday season congestion” and to get people acquainted with your products or services before the holiday season starts. Along with the refreshments, you can throw in a “bounce-back” discount coupon that can be used on future purchases so people return later.

You might use an open house to grow or develop an e-mail list. But do not bombard customers with e-mail. More is not merrier in this case. You can use e-mail to update customers on specials and promotions and gift ideas. Offering an incentive with the gift idea might get them into your brick-and-mortar store.

For those of you that are chanting that e-mail is out of date, focus on your social media (as well as e-mail). Provide

timely updates and compelling calls-to-action. If you have promotions going, be sure to channel them through your social media. In addition, you can offer some special promotions to your social media fans to drive foot traffic and get the buzz going. Don’t forget, though, that some of the best Facebook marketing is geared around building a “community.” Engage in two-way dialogue. Try to couch content to appear as helpful gift suggestions rather than hard-core, pushy marketing. Get your “community” involved. Ask them about favorite holiday activities, recipes, or their favorite decorated house. Have a holiday “dish of the day” or “holiday tip of the day.” Provide a “how-to,” either with video, pictures, or text, on something related to a holiday activity (e.g., how to make eggnog, tie a bow, or keep your poinsettia healthy).

Give your online pages a holiday background or some decorations. Take the Google approach and decorate your logo for the seasons and holidays.

Have a holiday photo contest. Let people provide digital images that you display in a digital picture frame at the store or on your website. Let people pick their favorite and award a prize to the winner at the end of the season. Of course, make sure that you have built in steps so that you have editorial control and can weed out any in poor taste. Put up a Christmas tree where customers can display their favorite hand-made ornament (take care to avoid fragile, breakable ones and set a date for customers to retrieve their ornament if they want it back). Let the store shoppers pick the winner. Develop a contest themed around one of your product lines.

Ask customers for their best scenery photo. Use the twelve best submissions to make a calendar and give a little gift to those who had a picture selected. Make a little recipe book/pamphlet with recipes submitted by your customers then give it out at an open house. Have some of the refreshments for the open house come from your “cookbook.” You can limit the recipe focus to match the occasion (e.g., holiday cookies) or an activity or product line.

Although it may seem simplistic in today’s digitized tech world, purchase a quality rubber stamp that you use on every piece of mail, invoice, receipt, etc. For example, a caterer might use “Who’s catering your Christmas party?” or a yard service might ask “Who’s shoveling your snow this winter?” Include your contact information or phone number.

Create a “12 days of _____” promotion. You can feature a new product or service each day. Include some that your customers might not know about or are high margin. Service industries can do this as well. For example, a dry cleaner could feature 10% off of coats one day and 10% off of slacks the next.

Offering gift certificates or gift cards as an option can expand your customer base. They also help get another person (the recipient) into the store — someone that might not have known about your services or all of the things you offer.

cont’d. next page

Sign up for a class this fall! Through the TVCC BizCenter, you can register for a wide range of highly interactive courses that you can take entirely over the Internet. Two new lessons are released each week. You do not have to be present on the day that a lesson is released; lessons can fit into your schedule. For more information about the classes and an online learning catalog, click here.

(www.ed2go.com/tvccdel)

For registration, payment information, or any other questions, please contact:

TVCC BizCenter 650 College Blvd. Ontario, OR 97914

Phone: 541-881-5762 Fax: 541-881-5511 E-mail: bizcenter@tvcc.cc

Next sessions start November 14 and then again on December 12. Cost is only $105 for most courses.

Publish and Sell Your e-Books Learn step by step how to use free tools to publish an e-book. By the time you are finished with this lesson, you will be ready to start self-publishing your own e-book and having it listed for sale in the online bookstores. This course puts you inside the publishing industry, sharing the tricks of the trade used by traditional publishers to make sure their books are in the best position to be found by readers.

Advanced Microsoft Excel 2010 Discover the advanced features and functions of Microsoft Excel 2010, including data analysis tools, database techniques, and advanced methods for using PivotTables. In this practical and information-packed course, you'll see how to maximize this program's functions and capabilities. Become adept at consolidating and importing external data, and master the art of conditional formatting to highlight duplicate entries.

Find another business or two that can partner with you on promotions. Share advertising expenses. Potentially broaden your visibility to new customers. Find a complementary store and let people order a gift basket that contains items from each. Give discount coupons for each other’s business. For example, a dress store and a beauty salon might do a holiday party promotion where they each give out discount coupons for services or purchases at the other location. A florist can work together with a deli to promote a holiday get-together.

Not only is it good for your spirit and the community, but it can help raise awareness of your business.

Hire a local high school club to come to the store and wrap purchases one afternoon. Not only do you help out the club, but you provide an extra perk to your customers.

If you give out cards and/or gifts to clients at the holiday, think about tying it into a Thanksgiving thanks. You won’t get as lost in the Christmas rush.

Make a YouTube video showing how to care for or use your product.

Utilize quick response codes, those little squares that can be read by smart phones, to provide information on hours, promotions, products, etc. Put

them in print ads, in window displays, and with products. For example, let people see a picture of what the item looks like when it is put together, list what your holiday catering items are, or show how to accessorize that new dress.

Occurring on the Saturday after Thanksgiving (Nov. 24), this initiative is meant to encourage shoppers to buy local and support small businesses. Find out more about this event at www.americanexpress.com/us/small-business/Shop-Small/.

Check into this service from the post office to mail out postcards or flyers of your holiday events, coupons, or promotions. You don’t need to have a postage permit or the names or addresses of the recipients. Market to the neighborhood and mail routes that you want.

cont’d. from p. 5