March Presentation by Debra Power, President of Power Marketing

Summary Respectfully Submitted by Gail Nicklowitz, President of GN Communications and WBO Secretary

Debra spoke about primary and secondary market research:

• Primary Research being hands on methods, such as focus groups and spot surveys, and
• Secondary Research meaning accesssing information that is already compiled via libraries, websites, research databases, and trade associations

Debra introduced some primary research methods:

• Focus groups: typically 8 - 12 people, possibly using video taping or a smoked mirror observation. The subject can be about anything. Focus group members are typically recruited based on a certain target market profile within a specific geographic. Often focus group members are offered some type of incentive to participate. Questioning happens quickly within the small group of people. Results are as projectable as other methods.
• Individual interviews: are highly in depth questioning sessions with a very narrow goal. This method is best suited for sensitive topics. One way to start individual requests for information is: "We'd like your opinion about . . . ".
• Surveys: (telephone, e-mail, web-based, mail surveys) are returning in popularity. Power Marketing percentage of return - telephone surveys about 10% , mail 20% - 25%, and Internet based surveys are 10-15%. Relevance to the responder strongly impacts results.
• Mystery shopping: can be used to test a lot of different types of products and services. The personnel doing mystery shopping require training to gain desired feedback.

Debra emphasized that market research methods are constantly changing and business owners need to change in response to the trends and employ different methods to achieve good results. She continued by addressing secondary research.

Secondary research involves accessing information that is already compiled from sources such as libraries, websites, research databases and trade associations. Sources for secondary research include:

• Libraries - including the reference librarian. UM and EMU graduate libraries, Michigan Electronic Library, and of course the Ann Arbor and Ypsilanti Public Libraries
• Local area Chambers of Commerce - such as our partner organizations the Ann Arbor Area and Ypsilanti Chambers and other Chambers in the geographic where you conduct business.
• Trade associations - specific for your industry.
• SEMCOG - Southeastern Michigan Council of Governments (www.semcog.gov) for local and regional demographic information.
• Business Directories - such as Dunn and Bradstreet and the Harris Directory for information about businesses to compare yours to industry norms
• SBTDC - to build queries to search partner databases, such as IRS and Census aggregate data, plus other Federal Agency statistics.
• Info USA/Reference USA - typically available through subscription services purchased by public libraries, and
• Bureau of Labor Statistics - US government aggregate business data.

Overall, it is critical to understand your current customers, potential customers, your industry and your competition. Understanding the geographic, psychographic, demographic and the lifestyle of the customer(s) in your market(s) is critical to success. Debra said, "Rolling these things into a marketing plan that is part of a more comprehensive business plan is very important. If this sounds too overwhelming, make it as simple as five things and that you can and will review on a regular basis."

Debra emphasized, "You always need to put yourself in the mind of your customer. You may use one of your best customers to create a profile." Describe the attributes of your ideal customer. Are they are trendy, economical, spenders, opinionated or more reserved. Do they participate in recreational activities, read what types of books, have specific attitudes and beliefs.

Also consider how customers make their decisions. Most people make decisions based on emotion then justify the decision later. Knowing people make a decision to use your competitors will help you determine your competitive advantage. Debra encouraged us to ask, "What problem are you solving for your customer, from an emotional stand point, and how they will they rationalize their decision to buy from you later. Answer these questions, and you'll be well on your way to improving your marketing strategies."

Debra Power is President of Power Marketing, a marketing and research firm located in Ann Arbor. Power Marketing specializes in qualitative and quantitative research, including focus groups, surveys, mystery shopping, and market intelligence gathering. The firm also develops and executes marketing plans, including public relations activities.

Power Marketing services a broad range of clients in numerous industries including medium to large size businesses and nonprofits in education, healthcare, manufacturing, and transportation. Debra is a trained focus group moderator with certification from the A C Nielsen Burke Institute.

Active in the community, Ms. Power has served on numerous non-profit committees, including the Ann Arbor Area Chamber of Commerce; Ann Arbor Area Convention and Visitors Bureau; Wireless Washtenaw; Ann Arbor Public Schools Business Advisory Committee; Ann Arbor SPARK; Washtenaw United Way; was a board member of Recycle Ann Arbor; and is currently a board member of the Ann Arbor Area Chamber of Commerce.

Power is Chair of the Washtenaw County Success Plan Marketing Initiative. This plan will bring together representatives from nonprofit, government, business, and education sectors to implement a unified brand for Washtenaw County. She is also the co-founder of the Women's Exchange of Washtenaw (www.wxwbusiness.com)

We thank Debra Power for her contribution to our Educational Series: Re-evaluate, Rejuvenate and Re- tool for 2009.

April General Meeting, Tuesday, April 14, 2009
Jan Muhleman, President & Founder, re:Group, Inc
Branding Your Product or Service: Are seen the way you want to be seen?

Not a marketing expert? Not many entrepreneurs have a marketing degree, but understanding basic components of marketing concepts can help you design a more effective product or service.

In discussing Marketing in April , Jan Muhleman of re:group will help you look at branding with the following perspectives in mind: Who are YOU, reallly? What Makes YOU Special? Why Should A Customer Buy From YOU?

May General Meeting, Tuesday, May 12, 2009
Corey Perlman, Author of eBoot who will address the following topics:

• Improve your search engine ranking
• Create an effective blog
• Use articles & press releases to build your brand
• Make your website customer-friendly
• Effectively us video
• Create an online newsletter
• Google Adwords effectively
• And, much, much more!

June General Meeting, Tuesday, June 9, 2009
Still not a marketing expert? In June we'll continue our journey toward a comprehensive marketing plan. Watch this space for our expert speaker for June.

Other Events of Interest:

• Wednesday, April 1, 2009, 4:30-7:30 p.m., Kerrytown Women Making Connections Networking, food, fun, information about resources. Pre-register FREE, charge at the door. See www.womenmakingconnections.com
  
  
• Thursday, April 2, 2009, 11:45 a.m. - 1:15 p.m. Lunchtime Brownbag: LinkedIn Training - Ann Arbor SPARK East, 215 W. Michigan Ave, Ypsilanti FREE



• Thursday, April 2, 2009, 1-4 p.m. NAWBO: Financial Survival Skills - Troy Community Center, 3179 Livernois, Troy $35



• Thursday, May 21, 2009, breakfast meeting. NAWBO: Using Media Effectively

Our strategic partnership with NAWBO allows us to attend NAWBO events at member prices. Please check out their upcoming events and satellite meetings at www.nawbogd.org

Save the date for Thursday, March 19, 2009 Annual Top 10 Luncheon and Awards Join us as NAWBO honors Michigan's Top 10 Women in Business.

Personalize the WBO Website On the new WBO website, every member can have a photo and logo on the site. Please send copies of your picture and/or logo, in a gif or jpg format, preferably no larger than 200px on a side, to hillaryh@ix.netcom.com. Hillary is willing to resize these images if you can't. While you are at it, for our records, please let us know the year you started your business and if it is a sole proprietorship, Partnership, LLC/LLP, C Corp, or S Corp. Thank you!

The OPPORTUNITIES section of this newsletter provides you, the membership, with the chance to announce opportunities that support you as a business or benefit our members. See the Newsletter page for more information and feel free to send Opportunity information to info@wbo-mich.org.

SPREAD THE WORD is the opportunity WBO gives you describe your business and services to the WBO mailing list and beyond. Cost: $25 to sponsor the Newsletter.

Michigan Women's Marketplace offers all women owned businesses the opportunity to have a free listing. Join today at www.miwomen.com to have your business represented and please use the MWM whenever the opportunity arises.

The Michigan Classifieds is a new website is yet another opportunity for Internet presence at no cost to you. Find them at www.themichiganclassifieds.com

Get with the picture. Women say access to capital is not their biggest challenge, being taken seriously is. Choose a financial institution that gives you equal time and respect. Avoid those who use stereotypical approaches to marketing such as pastel- colored marketing materials or slogans such as "Do You Have Fears About Investing?". Women are a viable force in the marketplace. Earn the respect of lenders by seeking their counsel, being diligent about learning financial concepts, and keeping good records.

Debt advice. Many women use lines of credit and personal savings to start their companies, according to the NFWBO. To finance their businesses 38% of women rely on private sources, and 51% use credit cards. Compare that with small- and mid-sized business owners overall, where 26% use credit cards. Sixty-percent of Woman Owned Businesses are also more likely to use business earnings to meet their capital needs, compared with 36% of all business owners.

Focus on retirement. WOBs are the largest group of contributors to retirement plans and mutual funds. Attend planning seminars to educate yourself about saving enough for your golden years. Begin NOW. The magic of compound interest is amazing.

Wax philanthropic. Women are generally more philanthropic than men, with their contributions increasing steadily with their assets. Women with assets of $1 million or more contribute at least $10,000 annually to charity compared with 40% of men entrepreneurs, according to the NFWBO.

Walk on the wild side. Women like to gather lots of information before making major decisions, but that doesn't mean they are risk averse. Study after study shows that men and women with similar amounts of stock market or business experience assume similar levels of risk.

Start with business basics. Sure, women face unique challenges, but mostly they share the same concerns as all entrepreneurs: business succession, insurance and liability, tax and estate planning, as well as general business management issues

Build community. WOBs tend to build networks of other women and use a variety of services to conduct business, manage their personal lives, and manage their assets, including investment bankers, attorneys, and accountants. Having gained the respect and trust of a women entrepreneur - as a strategic partner, fellow association member, client, or friend - you also have gained a greater chance of receiving referrals through the network of people women know and employ.

Offer freedom. Women value the intangible benefits of entrepreneurship, such as being in control of their own destiny and having the ability to make their own decisions. By choosing WOBs as business "partners" and treating them fairly, you will gain a mutually rewarding long-term relationship.

The March homework challenges you to begin to assemble the information you need to make good marketing decisions. Begin by doing the research.

This can seem like eating an elephant: much to much to digest. By breaking it into pieces, you can manage the meal much more effectively

This month, begin by defining your customer. Describe the person or business who is most likely to buy your product or service. Be specific. Include:

• Demographic information, such as age, gender, income, etc
• Psychographic information - Why does your customer buy what you sell? Things such as, "It helps ME . . . (ex. look good, feel good, taste good, appear wealthy, save money, etc.)
• Geographic information - Where does your target market live? Where do they currently buy what you sell? How far will they travel to buy what you sell? How will you deliver what you sell? etc
• Lifestyle information - What else does your target customer buy? Where do they shop? What activities occupy your target customer's life?

Next, examine your competition. Know who sells what you sell. Who are your direct competitors and who is your indirect competition. Know as much about your competition as you know about yourself:

• products and/or services offered: quality, availability, etc
• price points
• placement - How are your products and/or services delivered
• location
• hours of operation
• discounts and customer loyality plans
• promotional strategies - advertising methods
• operations - answering phone, cleanliness, payment methods, etc
• brand - How is the competitor viewed by customers?
• and anything else a customer would value in the buying process

This will all make more sense as we move further into the marketing series. We'll eat the next piece of the elephant in April when we will explore YOUR COMPETITIVE ADVANTAGE and begin to create YOUAR BRAND with Jan Muhleman of re:Group. For now - do the research. and watch that piece of the elephant disappear. The better you know your business and your customer and your competition, the better prepared you will be to eat the next piece of the elephant - branding. And, the better your chance for success and prosperity!

• Breanne Stuart, Homewatch CareGivers
• Christen Smith, Moro Group
• Jonell Jackson, MI-SBTDC
• Marcie Greenfield, MG Consulting
• Jennifer Morgan, Enchanted Wedding Ministries
• Michele Shannon, Pre-Paid Legal
• Susan Pollock, Events/Real Estate
• Emily Cole, Cafe Marie
• Lori Pawlecki, Progressive Printing

American Laser Centers- Members always recieve an additional 20% off all services, as well as free treatments for referals. Contact Jennifer Schaefer by phone at (734) 971-9800 or by email jschaefer@alcpartner.com

Cafe Marie of Ann Arbor - Breakfast/Lunch Cafe; 20% off. Show up with your membership card to get your discount. Say hello to Jeanne Loveland when you're there. Contact Jeanne M. Loveland by phone at (734) 662-2272 or by email jmloveland@aol.com

Creative Memories Bonus Host Gift with a scheduled Home Event Contact Nan Carter by phone at (734) 930-6516 or by email nanpotmedic@comcast.net

DOLEV LLC - Food Coach- is offering the following discounts: 25% discount on a complete series of 10 private coaching sessions, 15% discount on a short term series of 4 private coaching sessions, 10% discount on a one time session of private counseling, 10% discount on workshops or seminars in workplaces Contact Yael Dolev by phone at (734) 276-1317 or by email yael@dolevfoodcoach.com

Davies House in Georgetown Bed and Breakfast 15% off room rates. Do you have friends and family coming to town to visit or for family celebrations? No space at your place? Send them to mine! Contact Jan Davies McDermott, owner and innkeeper at 734 973 1722 or via email: daviesbb@yahoo.com. Contact Jan Davies McDermott by phone at (734) 973-1722 or by email presidentwbo_mich@yahoo.com

Denise Held, RN, Certified Reflexologist- I offer a 20% discount for an hour session. Usual price is $45; with the discount, it is $36 Contact Denise Held by phone at (734) 973-8290 or by email deniseheld@aol.com

Design329- non-profit rates Contact Beth Ann Knisely by phone at (248) 449-7293 or by email ba@design329.com

Dynamic Edge Consulting LLC- $10.00 off QuickBooks/Peachtree Red Phone Help Desk Subscription Plan. Call or email for more details! Contact Lucy Rogers by phone at (734) 975-0460 or by email lrogers@dynedge.com

Healing In Motion, PLLC- JB Myofacial Release; 25% off. Contact Sandra Hilton by phone at (734) 913-4816 or by email sandyhilton@gmail.com

Helping Hand Computer Solutions - 10% off services for WBO members Contact Patricia Na by phone at (734) 995-6875 or by email pna@helpinghandcs.com

I Sold It- Ann Arbor- 5% off on the first $500. Contact Carol Kamm by phone at (734) 761-6187 or by email isolditaa@gmail.com

Inforum- $125 professional (regular) level memberships are available to all WBO members. Contact Leslie Herrick by phone at 313.578.3244 or by email lherrick@inforummichigan.org

Instant Imprints - 10% discount. Contact Cheri Dunn by phone at (734) 929-0577 or by email instantimprints@tds.net

J and T Ultimate Cleaning Inc- Offering 10% and more off to WBO members Contact Jaime Villarreal by phone at (517) 651-5891 or by email jaimesempire@aol.com

Jobs 4 Moms- 5% off the cost of any start up that you begin through my company Contact Trully Luke by phone at 734-328-6037 or by email jobz4moms@gmail.com

J'spaa- 10% discount on all services. Contact Jacqueline Jackson by phone at (734) 827-9775 or by email jspaa@att.net

Juice Plus - One free canister of Complete Shake with order of capsules or gummies. Contact Sara Brintnall by phone at (734) 369-8893 or by email sarabrintnall@hotmail.com

Keller Williams Realty, Parsons Properties- Donation to non-profit of your choice based on closed sales commission. Contact Lu Parsons by phone at (734) 821-0769 or by email luparsons@gmail.com

Kimberly Watt, LLC- 25% to any member who refers me for keynote speaker or workshop facilitor Contact Kim Watt by phone at (734) 341-5007 or by email kim@kimberlywatt.com

Language Link- 10% off all language and test preparation classes Contact Caroline Wojan by phone at (734) 821-0311 or by email lasses@languagelink.us,

Mary Kay Inc- 10% off Mary Kay products Contact Ginger Winter by phone at (734) 429-2433 or by email gingerwinter@comcast.net

MassMutual- Saving of $10.00 for your 2008 Income Tax Service Refer a friend and save an additional $10.00. Contact Marlene Lemire by phone at (248)324-9333 or by email mlemire@finsvcs.com

Merle Norman Cosmetics- 10% discount on regular priced products at Nan's Merle Norman. Plus a complementary paraffin treatment with a manicure or pedicure ($10 value). Contact Nan Carter by phone at (734) 930-6516 or by email nanphotomedic@comcast.net

Nourish Your Life- 10% off on all life coaching Contact Janet Simpson by phone at (810) 231-1743 or by email janet@nourishyourlife.com

NuSkin/Pharmanex- I will sell my products to members at wholesale Contact Joyce Ranney by phone at 734-878-9991 or by email joyce.ranney@yahoo.com

Personalized Gift Baskets- 10% off on all orders. Contact Becky Grasshoff by phone at 7342224697 or by email sales@personalizedwrappers.com

Rubenfeld Synergy: Mind-Body Healing- Complimentary Introductory Session. Contact Peggy Bennett by phone at (734) 994-3719 or by email pegben@umich.edu

Serpro of Canton/Servpro of Washtenaw- 10% off non-emergency related carpet cleaning services. Please mention WBO when contacting the office. Contact Laura Spensley by phone at 800.714.5341 or by email lspensley@jwsservices.net

Shaklee- Free Customer Membership, or membership pricing on all products Contact Theresia Radtke by phone at (734) 646-0793 or by email TheresiaAnne@yahoo.com

TLCI Website Solutions- Design, Applications, Support, and Consulting- Website Design, Development, Consulting, SEO, Marketing and Promotion; 10% off. Contact Hillary Handwerger by phone at (734) 668-6585 or by email hhandwerger@yahoo.com

TouchPoint Promotions- 10% Discount on product offers Contact Dale Long by phone at 734.769.8268 or by email daslong@comcast.net

Town and Country Errands- Town and Country is offering a 10% discount on all their services to WBO members. Contact Lynn Liston by phone at (734) 761-8431 or by email lynn@townandcountry-errands.com

TwoFoot Creative LLC- 15% off wedding event planning services Contact Ana G. Skidmore by phone at (734) 709-6656 or by email ana@twofootcreative.com

Simply Scrumptious is a full service caterer creating artistically catered events complete with exquisite, high quality foods, unique service pieces, and professional service staff.

Freshness you can count on Everything is made fresh to order using the finest, freshest ingredients available. All cakes and pastries are made from scratch, baked in-house.

Call on us to help make your events become wonderful memories From Baby Showers, Bar/Bat Mitzvah's, confirmations, Weddings, dinner parties, and holiday parties to all business functions, our staff will take care of all your needs. We can assist you in coordinating all the services you need, from flowers, wedding cakes, photography, linen, china and barware, even a venue for your function!

Whether you're ready for a brand re:novation or a re:volution, re:group is ready. Are you looking for a total sea change, or just a new wave to ride? Do you want to change your brand, or unearth what your brand really is? Every business has a hidden opportunity - sometimes it's obvious, usually it's not. That's where our holistic, unbiased approach to branding comes in handy. Only with a true understanding of your situation, challenges and opportunities can you uncover the insight that will lift your brand. But hey, we're ready for the heavy lifting. Are you?

Join us in April for Jan Muhleman's presentation on Branding. She's the expert and you won't be disappointed.

re:group is an independent, award-winning, full service branding and marketing agency in Ann Arbor, Michigan. At its helm, Jan Muhleman has created an extensive brand development and marketing business with experience in the healthcare, franchise, insurance, retail, early childhood education, pet care, childcare, and R&D sectors.