IWJWOMEN’S JOURNAL idaho
Why the Flip Covers?
Come Play with the IWJ (SNAP EVENTS) APRIL 17, 2013 M AY 1 5 , 2 0 1 3 JUNE 19, 2013 J U LY 1 7 , 2 0 1 3 AUG 21, 2013 6 : 0 0 P M TO 9 : 0 0 P M UNIVERSITY OF PHOENIX 1422 TECH LANE, MERIDIAN, ID
“As women in business, we still have a life. The IWJ wants women to know that all aspects of their life as vital, relevant, and worthy of equal space. We refuse to deny we have a life.”
contents
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practices - The Taboo of Social Media
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KARLEEN ANDRESEN, Publisher PAPER PLANE PRODUCTIONS, Design ROB AYERS, Cover Photographer, Boise Fashion Week DISTRIBUTION Distributed through the U.S. Postal Service, and at many Treasure Valley locations. Emissionfree distribution in Boise city provided by North Star Cycle Couriers. See our Website, www. IdahoWomensJournal.com, for a list of locations. If you would like additional copies of this issue, please email karleenandresen@gmail.com. There may be a postage charge. The Idaho Women’s Journal is published bimonthly and is available free of charge. No part of this magazine may be reproduced without the written permission of the Publisher. The Idaho Women’s Journal is not responsible for any editorial comments (other than its own), typographical errors from advertisements submitted as camera ready or any reproduction of advertisements submitted as camera ready. If an advertisement does not meet our standards of acceptance, we may revise or cancel it at any time, whether or not is has been already acknowledged and or previously published. The advertiser assumes sole responsibility for all statements contained in submitted copy and will protect and indemnity the Idaho Women’s Journal, its owners, publishers, and employees against any and all liability, loss or expense arising out of claims for libel, unfair trade names, patents copyrights and proprietary rights and all violations of the right of privacy or other violations resulting from the publication by this journal of its advertising copy.
planning
- Tax Simple
OUR WORKING PARTNERS:
profile - Alicia Vanderschure: Strong,
Determined, Feminine, Confident
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profits - Exporting by the Numbers
products
- Quoting a Product
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BEFORE
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practices The
O O B TA Social Media of
Karleen Andresen • www.KarleenAndresen.com
Let’s talk a topic of taboo. Social media. This is a difficult conversation because people are genuinely trying to do a good thing when they speak as an expert on social media. However, in many cases, the information stems from a single campaign and is usually isolated to a single focus. Without repeated success, there is no measurement to gauge the success. There are many claims in social media that can mislead.
or to not participate until the company is ready. On the other side, a company that strategically steps through the various social networks can capture a viable reputation. Look at LinkedIn for example. If a company uses this one social channel and shows up regularly, is engaged, tunes into various LinkedIn groups, and even sends private messages, this focused activity will do more for their business than being parttimers across multiple social networks. Focused versus scattered activities will gain that company a viable reputation. A final taboo topic that many are tightlipped about is online friendships. In the world of social marketing, the individual or company friend count does not equate to a listening audience. There are people with two and four thousand friends on Facebook; but they are hard pressed to get 100 of them into a room or webinar.
Consider this argument, “Social media is the only thing a business needs to do to promote and gain business.” Seems a rock solid statement. However, it is untrue on several levels. One level is when a business realizes a certain success and is well known, a different expectation sets in. For the public to continue patronizing a public and successful company, a different expectation sets in. Without the public even realizing it in many cases, they have come to expect those companies to give in hours, donation of profits, and contribution of knowledge. For those companies that simply focus on the argument to focus on purely social interaction, will soon find a loss of affinity among their followers. Another myth is a good business will be active on the top social channels. Another excellent comment, but still misguided. Business should not be where they cannot function. Said another way, if a business is not going to be actively engaged on Twitter, if they don’t like Twitter, or if there aren’t enough people to power Twitter, then that company should not go there. Good marketers will counsel to hire a ghost Tweeter
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Counts, likes, connections, and followers like this can be misleading. Consumers are getting smarter about this too. Engagement is the name of the game. Take a look at what others are doing, and if a company likes it, they should repeat it. If not, avoid it. Social media does not need to be cursed. What it does need is someone willing to examine how they fit into the mix. I would recommend starting with one, avoid Points to remember: getting scooped up in the hype talk, • Social media only goes so far. remain focused on engagement, and • Be active on social media build from there.
channels that can be managed well.
iwj
• Engagement matters more than friend count, likes, connections, and followers
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Tax $imple
planning
SBA Boise Office & Idaho Women’s Journal www.SBA.gov/id
You don’t need to be a tax expert when you’re running a business, but you may need to know the basics so your business can run smoothly. The IRS.gov Small Business and Self-Employed Tax Center has useful tax information and services for business owners.
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The Tax Center can help whether you are starting, operating or closing a business.
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Small Business Forms & Publications offers many small business forms and publications.
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Employer ID Numbers (EIN) is an application that can be filed for free online.
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Starting, Operating, Closing a Business provides tax information for the various stages of business planning.
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Employment Taxes explains the many layers and channels of Federal income tax, Social Security, Medicare, FUTA, and selfemployment taxes.
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Affordable Care Act Tax Provisions is the new health coverage information.
www.idahowomensjournal.com
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Independent Contractors for the Self Employed is the chart that aids in determining if workers are classified as independent or employed.
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Self-Employed Individuals Tax Center is the nuts and bolts for the self employed. It include document filing requirements and responsibilities.
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IRS Video Portal are helpful videos, webinars, and audio presentations for small business.
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Small Business Events covers workshops and webinars in local area.
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Online Tools & Educational Products includes a tax calendar tool to help business owners learn on their own time. iwj
To Get $tarted Do an Internet search under the titles listed above or search the IRS website:
www.irs.gov
Search the Idaho Secretary of State:
www.sos.idaho.gov
Apr/May 2013
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Alicia Vanderschuere: Chereen Langrill
Strong, Determined, Feminine, Confident
S
trong and determined. Feminine and confident. A do-er who knows how to rally others in order to get things done. All of these qualities describe Alicia Vanderschuere (pronounced Van-der-sheer), the founder and CEO of Rosie Made, a Meridian-based online company that sells products made by women. The iconic image of Rosie the Riveter serves as the company’s inspiration, and it is a fitting choice because Vanderschuere and Rosie share many common traits.
“I think Rosie the Riveter is such an inspiration to women. She’s so iconic and powerful. And I love that she is connected to manufacturing.” Rosie represented the solution to a problem created during World War II, when many men from the country’s workforce left to fight in the war. As a result many industrial jobs were vacated, and a national advertising campaign was launched to recruit women to fill those positions. Rosie the Riveter became the image of that effort: A strong, confident and beautiful woman whose portrait was displayed beneath the words “We can do it!” Vanderschuere had her own “We can do it” moment
“I wanted to create a socially conscious company that would help women domestically.” in November, 2012, when she launched Rosie Made in Meridian. She left behind a successful career as a management-level buyer and took a leap of faith to start her own business in order to shine the spotlight on products made in the United States by women. Although the company is still in its infancy, vendors have already discovered it’s something worth joining. By mid-February the company had vendors from eight states, and the list continues to grow on a steady basis. It’s a new adventure for Vanderschuere, and one she finds exhilarating. Growing up in Eastern Washington, Vanderschuere learned how to work hard at a young age. She would spend summers helping out on her grandparents’ farm,. In the evenings and during breaks her grandmother would teach her how to sew (she made her own prom dresses and even sewed a swimsuit). When the time came to think about college, Vanderschuere decided to pursue two degrees from the University of Idaho: Business Marketing and Clothing Textiles and Design. “I’ve always been a contingency planner.” Vanderschuere spent her college years building a foundation for her future. She completed four internships while in college, including one at Fred Meyer. After she graduated
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from U of I in December, 2001, she immediately landed a job as an assistant buyer with Fred Meyer in Portland, Ore. She advanced steadily, first as an assistant buyer of seasonal merchandise, then in housewares. While finances are typically tight for recent college graduates, Vanderschuere was in a unique position fresh out of college to have access to all the hottest housewares merchandise at employee discount prices. “I had probably the best stocked kitchen of anyone I know, and during that time a lot of my friends were getting married and I was able to get them awesome wedding presents,” she said. Life was good for Vanderschuere. Working as a buyer meant she traveled frequently and had the chance to visit places like China, Thailand and Hong Kong. “I used to tell people that buying was the best thing for me because it combined two things I love: Shopping and traveling,” she said.
profile
continues today and it carries into the merchandise she selects for Rosie Made. It’s about quality over quantity and the value of a well-made product that is more likely to be handed down to future generations rather than cast aside or sold at a yard sale. Her goal is to make Rosie Made “a premier destination for giftgiving.”
Products include hand-crafted measuring spoons and pottery from Oregon, culinary lavender and bath products from Washington and delicious teas from Illinois. Boisearea products include organic treats by Dream Chocolate and charming jewelry from Miss Courageous.
“Her goal is to make Rosie Made a premier destination for gift-giving.”
In 2006 she accepted an offer from Jo-Ann Stores (the largest fabrics retailer in the nation) and moved to Ohio to begin work as a quilting buyer, and just as she did at Fred Meyer, she quickly advanced within the company. She eventually became the divisional merchandise manager in stewardship of nearly $700 million in sales and lead a team of 16 people.
Rosie Made, just like it’s inspiration, is style and substance. In addition to a wide array of high-quality gifts, it is also a source for inspiration. Blog entries highlight “Real Life Rosies,” profiling professional women who share their insights on what inspires and motivates them and how they manage that all-important work/life balance. Vanderschuere wants women to seek out her site not just to shop, but also to find a network of other women who can support and teach one another.
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New adventures soon followed in her personal life. Vanderschuere and her husband, Michael, had daughter Ella in 2011. Their daughter’s arrival triggered a need to be closer to home and they began to consider a move to the Northwest. That’s when Vanderschuere began thinking about launching a business of her own.
“Rosie Made, just like it’s inspiration, is style and substance.” Throughout her numerous buying trips, Vanderschuere noticed the bulk of products manufactured outside of the U.S. And she noticed that women hovered around the lower levels of management as men continued to advance. She rolled both observations into a singular focus: A business with products made in the U.S. that were part of companies operated by women. “I realized I wanted to create a socially conscious company that would help women domestically,” she said. “I wouldn’t change corporate America, but what I could do is educate consumers.”
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A solid work ethic and the ability to enjoy a frugal lifestyle come from her grandparents and parents. That mentality
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profits Calvin Goings • www.SBA.gov
In business, there is a global economy to consider. Selling goods around the world can bring large rewards. It makes good business sense to consider expanding to the more than 95 percent of the world’s population living outside of our country. Demand for American goods is growing every day.
to help develop or expand export activities. If you own or wish to start a small export business, the following SBA loans may be available to you: The Export Express Loan Program offers streamlined financing up to $500,000. It is the simplest export loan product offered by the SBA. Any business in operation at least one year that can demonstrate that the loan proceeds will support its export activity is eligible. The Export Working Capital Program offers financing up to $5 million as a credit enhancement. This program is delivered through SBA Senior International Credit Officers located in U.S. Export Assistance Centers. International Trade Loan Program offers loan financing for fixed assets and working capital to businesses that plan to start or continue exporting, or that have been adversely affected by competition from imports.
Small businesses constitute 34 percent of total export dollars, and comprise approximately 97.8 percent of all exporters. The SBA and other Federal partners are working to double exports by 2014. To help reach that goal, the White House recently signed trade agreements with Colombia, South Korea, and Panama to expand export markets.
If you already export your goods or services around the world and have used a federal government program or assistance to get there, the SBA also has something for you. If you’re ready to explore the possibilities and challenges of exporting, consider seeking help through the Small Business Administration or a local resource.
iwj
For local information about exporting, visit:
According to the U.S. Department of Commerce’s International Trade Administration, here in Idaho, exportsupported jobs linked to manufacturing are approximately 3.9 percent of all Idaho’s total private-sector jobs, and 23.3 percent of manufacturing workers in Idaho depend on exports for their jobs.
U.S. Export Assistance Centers 700 W. State Street, 2nd floor Boise, Idaho
Through organization like the Small Business Administration, there is a priority to help small business exporters by providing a number of loan programs specifically designed
www.buyusa.gov/idaho
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(208) 334-9004
www.idahowomensjournal.com
products
as a Product Ormond Rankin, ActionCoach • www.actionCOACH.com/ormondrankin
Many would argue that words do not stand as its own product. However, consider that words, in written or verbal form, can drive revenue, motivate others, and build a company. In some cases, words alone have pushed people to do extraordinary things. Words have quailed wars. And some words have created the difference between life and death. Here are 14 quotes to encourage your future plans: “It’s easy to come up with new ideas; the hard part is letting go of what worked for you two years ago, but will soon be out of date.”
“As for the future, your task is not to foresee it, but to enable it.”
“Planning ahead is a measure of class. The rich and even the middle class plan for generations, but the poor can plan ahead only a few weeks or days.”
- Roger von Oech
- Gloria Steinam
- Antoine de Saint Exupery
“It’s not the plan that’s important, it’s the planning.”
“Success doesn’t just happen. It’s planned for.” - Anonymous
- Dr. Gramme Edwards
“Give me six hours to chop down a tree and I will spend the first four sharpening the axe.”
“Invest in the future because that is where you are going to spend the rest of your life.”
- Abraham Lincoln
“Reduce your plan to writing. The moment you complete this, you will have definitely given concrete form to the intangible desire.”
- Napoleon Hill
- Habeeb Akande
“It is not the strongest of the species that survive, not the most intelligent, but the one most responsive to change.”
“Businesses, like babies and books, need nurturing, time, energy, love, and planning to develop, grow and prosper.”
- Charles Darwin
- Rachael Bermingham
“Work is the tonic for worry, but good planning can be a cure.”
- Gary Rudz
“There are some people who live in a dream world, and there are some who face reality; and then there are those who turn one into the other.”
“Planning is a process of choosing among those many options. If we do not choose to plan, then we choose to have others plan for us.” - Richard I. Winwood
“A good plan today is better that a perfect plan tomorrow.”
- George S. Patton
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- Douglas H. Everett www.idahowomensjournal.com
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MEN
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RACE THEN ! SHOP
omen’s W e h t f so Proceed t happening the or en Show Ev , benefits Race f y same da the Cure!
Who’s
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SHASI AJMANI, M.D.
Women's Health Medical Doctor www.WHADoctors.com Real health for real women
looking forward to seeing you!
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City of Meridian Mayor www.MayorTammy.Blogspot.com
KARLEEN ANDRESEN
DR. YVONNE FEDEWA
KRISTIN ARMSTRONG
SYLVIA HAMPEL
Idaho Women’s Journal Owner/Publisher www.IdahoWomensJournal.com Business women who refuse to deny they have a life.
Essential Life Boise Owner www.ELifeBoise.com Full body wellness for the busy professional.
Competitive Cyclist www.KristinArmstrongUSA.com Gold medalist, time trial, 2008 Summer Olympics, Beijing.
CHARLENE BRAGG
Group One Owner/Independent Contractor www.GroupOne.com/CBragg Real Estate expertise for today’s market.
MYRNAMARIE BROOKS
SendOutCards Owner/Independent Distributor www.SendOutCards.com/Caring Teaching gratitude through using greeting cards.
Clearview Cleaning President www.clearviewcleaning.biz A full service commercial janitorial company since 1995, locally owned
looking forward to seeing you!
MILLER HILGERT Miss Courageous Owner/Artist www.MissCourageous.com
TONI JEWELL Lovely Dorothy Owner www.LovelyDorothy.com
NANCY BUFFINGTON
JEANNE KISSMAN
Boise Speak Well Owner www.BoiseSpeakWell.com
Plum Hill Products Owner www.PlumHill.net
ROBIN A. COOK Personal Accounting Solutions, LLC CPA/Owner 208-362-0933 Professional conservator and fiduciary services: bookkeeping for loved ones
SUSAN CONGER (CRUISY SUSIE) All About Cruises Owner/Travel Agent www.AllAboutCruisesOnline.com Hassle-free cruises with a world of itineraries!
SUE MACARTNEY
Your Color Image Center Founder & Owner / Image & Color Consultant www.YourColor.us Est. 1980. Specializes in Custom Blend Mineral Cosmetics.
SHELLEY MCCLURE
Vault Denim Executive Director & Founding Distributor www.PremiumDenimGroup.com For jean lovers by jean lovers!
looking forward to seeing you!
ANNETTE MEASE
Unlock Your Brilliance Owner/President www.UnlockYourBrilliance.com
AMY MENCER
Hometown Values Magazine Owner/Publisher www.MyHometownValues.com/contact
STEPHANIE MULLANI
Natural Girl Diary & Tru Publishing Owner/Publisher www.NaturalGirlDiary.com
JUDY A MYERS
Miche Founding Leader www.HandbagQueen.Miche.com
MISSY SMITH
HowDoesShe.com Partner www.HowDoesShe.com 40,000 subscribed readers in less than two years.
TONI SMITH
DL Evans Bank Vice President & Branch Manager www.DLEvans.com The hometown community bank for women.
SHEILA SPANGLER
Women’s Business Center Program Director www.WBCIdaho.org Workshops on Back of the Napkin Business Plans.
ALICIA VANDERSHUERE
RosieMADE Founder/CEO www.RosieMade.com
= 5 years or more in that business
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Apr/May 2013
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