Monthly update

HBA to host its annual Home Show

from Aug. 19-21.
PAGE 4
PRSRT STD
US POSTAGE
PAID
BELLMAWR, NJ
PERMIT NO. 1239
AUGUST 2011
FOLLOW THE LEADER
Accountability: A vote of confidence.
PAGE 6
MARKETING MATTERS
How long will you stay in business?
PAGE 8
SMART COLUMN
Thinking of starting your own business?
PAGE 3
www.midlandsbiztrends.com
Special to Business Trends
Construction began recently on a new multi-family residential community called Arcadias Edge. Crews have
begun grading for the new apartments at 6837 N. Trenholm Road. Roper Pond, which recently underwent
restoration, and is now alive with natural vegetation, lily pads and wildlife, will serve as a focal point of Arca-
dias Edge. When complete, Arcadias Edge will be the first apartment community in South Carolina to achieve
the Silver National Green Building Certification by the National Home Builders Association.
Work starts on Arcadias Edge
Lexington Chamber . . . . . . 4
West Metro Chamber . . . . . 9
Columbia Chamber . . . . . . 10
P u b l i s h e d b y E l a u wi t Me d i a
By TIM RONALDSON
Business Trends
A new study finds that America has been
under-producing college-educated workers
for 30 years, and the absence of an immedi-
ate focus on bucking the trend will lead to
economic output below potential and a
widening of an already-growing income in-
equality.
The data are clear. The demand for col-
lege-educated workers is growing much
faster than the supply, said Anthony P.
Carnevale, director of the Georgetown Uni-
versity Center on Education and the Work-
force. In recession and recovery, we remain
fixated on the high school jobs that are lost
and not coming back. We are hurtling into a
future dominated by college-level jobs, un-
prepared.
The study, The Undereducated Ameri-
can, finds that the country is losing out on
the productivity that more postsecondary-ed-
ucated workers contribute to the economy,
and that this scarcity has driven up the cost
More kids need more education
please see EDUCATION, page 2
And more of that education could come through online courses, study finds
By TIM RONALDSON
Business Trends
South Carolinians are fat, and
they are getting fatter.
According to a recent report,
South Carolina is the eighth most
obese state in the country, with an
adult obesity rate of 30.9 percent,
making it one of 12 states above
30 percent.
Today, the state with the low-
est adult obesity rate would have
had the highest rate in 1995, said
Jeff Levi, executive director of
the Trust for Americas Health,
one of the groups that conducted
the eighth annual F as in Fat re-
port.
Over the last 15 years, South
Carolinians have seen a dramatic
drop in their overall health. Ac-
cording to the report, 15 years
ago, the state had a combined obe-
sity and overweight rate of 51.4
percent. Ten years ago, the num-
ber increased to 57.4 percent, and
it is 66.4 percent today. The states
diabetes rate increased from 6
percent in 1995 to 10.4 percent
today. And the 1995 hypertension
rate of 24.4 percent has jumped
all the way up to 31.5 percent
today.
The health risks of getting fat-
ter are obvious, but the other pro-
found effect of being unhealthy
and one that most can relate to
is that it drives up the cost of
health care and benefits.
We cant afford to ignore the
impact obesity has on our health
and corresponding health care
spending, Levi said.
A 2004 report found that the
lifetime medical costs related to
diabetes, heart disease, high cho-
South Carolina is
one of the more
obese states in
the nation, and
its adversely
affecting the cost
of health care
please see HEALTH, page 9
Most
likely,
youre
fat
of postsecondary talent precipi-
tously, which in turn is exacer-
bating inequality.
In 2005, the earnings of work-
ers with at least a bachelors de-
gree were 74 percent higher than
those with only a high school
diploma $54,502 compared to
$31,242. That was a 2 percent in-
crease over the wage disparity of
1999 and a whopping 54 percent
increase over the 1979 mark.
If nothing is done, the report
finds that income inequality will
only worsen, rising as high as 96
percent by 2025. Its solution is not
simple but is straightforward:
America needs to add 20 million
postsecondary-educated workers
to the economy in 14 years. Doing
so would help raise the wages of
all workers, tightening the in-
equality gap.
For a rising majority of stu-
dents of the future, the goal could
be accomplished in what today
would be considered untradition-
al ways. Enrollment to distance
education programs, more com-
monly known as taking courses
online, has increased sharply
over the last few years and is now
outpacing enrollment in tradi-
tional postsecondary programs.
According a study from the In-
structional Technology Council,
campuses reported a 9 percent in-
crease in distance education en-
rollments from fall 2009 to fall
2010. Overall student enrollment
at all higher education institu-
tions rose 7 percent in that time
period, while enrollment at com-
munity colleges rose 8 percent.
The number of students who
took at least one online course in
that time also jumped by an im-
pressive 21 percent, according to
the Sloan Consortium. That far
exceeds the 2 percent growth of
the overall higher education stu-
dent population, with almost 30
percent of students taking at least
one course online.
The ITC Survey continues to
affirm what seems to be obvious
students like online classes and
they want more of them, said
Fred Lokken, past chair of the
ITC Board of Directors and au-
thor of the study. Nearly all of
the administrators who respond-
ed to the survey reported an end-
less supply of students who are
interested in taking classes on-
line with a constant gap be-
tween student demand and what
is offered.
Higher education institutions
throughout the country are going
to have to re-think the way they
provide education, if they havent
already begun doing so. Survey
respondents still seem skeptical
of online education, though, with
a steady decline in administrator
confidence over the accessibility
and compliance of online pro-
grams. Many colleges reported
that they are still uncomfortable
with their faculty being located
off campus, even though 40 per-
cent say they allow full-time facul-
ty to do so a significant increase
over recent years, according to
the study. But perhaps the biggest
concern of all is the effectiveness
of online education.
While retention and comple-
tion rates for online education
have gotten better over the years,
they still lag behind that of tradi-
tional face-to-face postsecondary
education. In 2010, the average re-
tention or completion rates for
online classes were 69 percent, 6
percent lower than face-to-face
courses.
Distance education is new to
most senior college administra-
tors who are being asked to sup-
port new staffing, space and budg-
et requests often with a fixed or
shrinking budget, Lokken said.
Frequently they have little, if
any, direct experience managing
distance education programs.
College administrators want to
ensure they are making decisions
that will benefit their students,
faculty, staff and greater commu-
nity, and make the most of limit-
ed resources.
However the education is ad-
ministered, Georgetown Univer-
sitys study says its essential that
it is done promptly.
Postsecondary education has
historically been one of the safest
long-term investments we can
make in our economic future,
Carnevale said. Educated work-
ers are more productive, earn
more and pay more taxes. Not
only is higher education a sure re-
turn on investment, but access to
postsecondary education has be-
come the arbiter of economic suc-
cess and upward mobility in our
society.
More postsecondary educa-
tion will achieve not only a more
dynamic and vibrant economy,
but a more equitable society.
2 BUSINESS TRENDS AUGUST 2011
Nation needs more college-educated workers
EDUCATION
Continued from page 1
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A link to your website as an advertising tool for one year.
Six large, attractive, double-sided, free-standing displays that will be located at each entrance of the Multipurpose
Building and inside the building near the band.
Your businesses name to be mentioned by both indoor and outdoor bands several times during each day of the Festival.
Your businesses name listed in the Festival Program given to each attendee.
Your business acknowledged and thanked in a half page advertisement in The State Newspaper midweek of the Festival.
An invitation to our "Thank You" reception.
Donate to a great cause, expose your business to tens of thousands of
attendees and get FREE business-to-business advertising to all of
Columbia's Business Community what could be better?
To learn more, contact
Niki Stewart at (803) 260-5719 or (803) 407-1190 or
Mary Rickman at (803) 361-2905 or (803) 252-6758 ext. 0.
5PDh5Dk5H!P LYL5
!b AlTl9b T9 Th9>f kfAT kfAk>,
ALL sponsors will earn an exclusive, FREE quarter page ad to run in an upcoming edition of Midlands Business Trends.
5!LYk 5PDh5Dk5H!P
51,200
Includes 8 free food vouchers.
DL 5PDh5Dk5H!P
52,z00
Includes 20 free food vouchers and
your company's name printed on an
oversized banner throughout the
indoor arena.
PLA|!hUM 5PDh5Dk5H!P
5z,000
Includes 30 free food vouchers and
your company's name printed on an
oversized banner throughout the
indoor arena.
Holy Trinity Greek Orthodox Church welcomes you and
offers our hospitality for the 25th annual Greek Festival.
Every year, more than 80,000 visitors attend Columbia's
Greek Festival. It provides entertainment, shopping with
vendors from numerous states across the country, and
unbelievable Greek food. This year we anticipate exceed-
ing those attendance numbers once again.
This year we are looking for you to participate in a way
you may never have considered. We are offering three
sponsorship levels to allow you and your Organization to
be highlighted to each one of our attendees. This is your
chance to be Greek for a week!
Our "Thank You" Reception is the highlight of our event. We invite all sponsors, church Parishioners, and the Directors
of each Charity that is sponsored to be honored and presented their checks. Charities are invited to announce how
the donations from the event will be used.
L9Al hAklTlf> !blUf:
Providence Home, Sister Care Services, American Red Cross, Harvest Hope, Family Shelter,
Camp Kemo, Oliver Gospel Mission, Cooperative Ministry, Federation Center of the Blind, Women's Shelter,
Washington St. United Methodist Soup Kitchen, Habitat for Humanity, Make A Wish Foundation,
Five Points Wheel Transportation, Harbison Wheel for Transportation, Christ Central Ministries and Glen Forest School.
PUT Y9Uk |U>lbf>> lb Fk9bT 9F 0,000 Yl>lT9k> AT
9lUb|lA'> kffK f>TlYAl
By ANGEL MARVIN
Thinking about starting a new
business? Maybe you have devel-
oped an expertise that you think
is marketable or you have an idea
for a new business venture. Or
maybe you have a profitable
hobby that you are considering
converting into a full-time busi-
ness. Current business studies
have shown that, in todays econo-
my, more people than ever are
considering starting a new busi-
ness. Whatever your reasons, if
you are starting a new business
(or even thinking about it), there
are many factors to consider
from tax benefits and incentives
to the form of business you plan
to establish. Investigating the po-
tential for a new business and get-
ting the business started can be
an expensive proposition. Proper
planning from the beginning is of
key importance.
While there are many factors
to consider, most people are not
familiar with the rules for deduct-
ing business start-up costs. Also,
many people do not realize it is
not that difficult to complete the
necessary registrations to set up
the business before you begin op-
eration. Many tools and resources
are available to assist start-up
companies, a few of which are
highlighted below. It is important
to consult with a tax advisor early
on in the business start-up
process and remember to always
keep good records.
Start-up costs
What many entrepreneurs do
not realize is the tax benefits start
the minute you think about start-
ing a new business. Start-up costs
are the expenses you rack up be-
fore the business even opens its
doors. Money you spend to inves-
tigate, consult or create a busi-
ness qualifies for tax-favored
start-up treatment. The IRS con-
siders these thinking-about-it ex-
penses as start-up expenses
that qualify for tax benefits. Ask
yourself some questions about
your start-up expenses.
For example, did you:
n Travel to meet with others in
the business?
n Entertain friends to find out
if they think you would be good at
the business?
n Take an out-of-town class to
learn more about the business?
n Buy books and magazines to
find information about the busi-
ness and/or its market?
n Buy office supplies to use in
the business?
n Use your car to make
prospecting and other calls before
getting your license or meeting
other qualifications necessary to
enter the business?
n Make long-distance tele-
phone calls to others to learn
more about the business?
Answering yes to any of the
above questions means you could
have incurred start-up deductible
expenses. Start-up expenses also
include money you spend for ad-
vertisements for the opening of
the business; salaries and wages
for employees you train; travel
and other necessary costs for se-
curing distributors, suppliers or
customers; and salaries and fees
paid for consultants or other pro-
fessional services before the busi-
ness actually opens. Be sure that
you know the rules for deducting
start-up costs. Track all the busi-
ness start-up costs and provide
this information to your tax advi-
sor.
Tax incentives
You may also qualify for tax in-
centives for your new business.
Location of the business, number
of employees and amount of capi-
tal investment determine your el-
igibility for tax incentives. For
more information, see the S.C.
Department of Revenues publi-
cation South Carolina Tax Incen-
tives for Economic Development
at www.sctax.org. Also, the Small
Business Jobs Act passed last
September and the Health Care
Reform Act passed in March offer
hefty tax credits and deductions
for small businesses beginning in
2011.
Business formation
You must decide what form of
business entity to establish,
which in turn determines the
kind of income tax return form
you will have to file. The most
common forms of business are
the sole proprietorship, partner-
ship, corporation, S corporation
and Limited Liability Company.
There are legal and tax considera-
tions to consider when selecting a
business structure. Before decid-
ing which business form is best
for you, it is a good idea to consult
a tax advisor.
Once you have selected the
form for your business, you will
need to apply for an Employer
Identification Number with the
IRS. You may apply for an EIN on-
line at the IRS link provided
below. For South Carolina busi-
nesses, you will also need to regis-
ter the business with the Secre-
tary of State at www.scsos.com
and, if you have employees or are
selling a product to customers,
you will also need to register with
the South Carolina Department of
Revenue at www.sctax.org. Finally,
dont forget to apply for a busi-
ness license from your city, town
and/or county.
Start-up resources
For a checklist of the basic
steps to start a business, go to:
www.irs.gov/businesses/small/arti-
cle/0,,id=9933600.html. This Web
site also includes links and infor-
mation to assist in making basic
business decisions and federal
tax obligations.
For a general tax guide for
starting a small business in South
Carolina, see: www.sctax.org/Pub-
lications/startbusns.html.
For a listing of grants and tax
incentive programs available to
South Carolina businesses, see
sccommerce.com.
The Small Business Adminis-
tration (www.sba.gov) and The
Small Business Development
Center (www.uscbiz.net) provide
resources to aid small start-up
companies including business
loans and grants, counseling and
training, and tips for starting and
managing a business.
Angel Marvin of Abacus Planning
Group graduated from the University
of South Carolina with a B.S. in engi-
neering in 1993 and a Master of Taxa-
tion in 2002. She is a certified public
accountant in both North and South
Carolina.
AUGUST 2011 BUSINESS TRENDS 3
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SMART COLUMN
Starting a new business?
HOW TO REACH US
803-929-3563 fax: 803-771-0138
WHOM TO ASK FOR
Advertising: Lindsey Johns, Marketing Consultant
News/Editorial: Tim Ronaldson, Associate Publisher
ON THE WEB
www.midlandsbiztrends.com
EMAIL DIRECTORY
newsroom: news@midlandsbiztrends.com
advertising: advertising@midlandsbiztrends.com
publisher: publisher@midlandsbiztrends.com
SUBSCRIPTIONS
Business Trends is mailed each month to the business and
community leaders of Lexington and Richland counties. If you
would like to receive the paper, but are not currently on our
mailing list, you can request to be added to the mailing list by
emailing your name, title, company, address, phone, fax and
email address to news@midlandsbiztrends.com.
NEWS IDEAS
Business Trends has limited resources to send photographers to
events, so the best way to seek coverage is by sending us your
news release and photos to the attention of Tim Ronaldson at
the below address, or to news@midlandsbiztrends.com.
Business Trends is published monthly by Elauwit Media,
LLC, 3518 Medical Drive, Columbia, SC 29203
Monthly Update
HBA to host Home Show
on Aug. 19-21
The HBA of Greater Columbia Re-
modelers presents the Home Improve-
ment Show Aug. 1921 at the Columbia
Metropolitan Convention Center. The
17th annual show features exhibitors
in home improvement, remodeling,
construction and related industries.
Whether youre just thinking about
remodeling your home, or if youre in
the middle of a project and looking for
the latest in home improvement tech-
nology, youll enjoy a one-stop shop-
ping and learning experience with
this show. Exhibitors will present in-
depth seminars about remodeling
your kitchen and bath and on a vari-
ety of home improvement products
and services throughout the weekend.
In addition to the many exhibitors,
the show will have some special fea-
tures throughout the weekend. Cen-
tral SC Habitat For Humanity will
once again present the Habitat For Hu-
manity ReStore where attendees can
find great bargains on a wide array of
home improvement items. The Re-
Store will be held throughout the
show.
Exhibit space is now available, but
going fast. Contact the HBA of Greater
Columbia Remodelers at 256-6238 or
visit www.columbiabuilders.com for
more information on the show and to
sign up for exhibit space.
State Chamber re-locates
office to Gervais Street
After 22 years at the Capitol Center
in Columbia, the South Carolina
Chamber of Commerce has relocated
its office. On July 5, the South Caroli-
na Chamber opened its new location
in downtown Columbia at The Tower
at 1301 Gervais St. (also known as the
Wilbur Smith building), Suite 1100.
Sensitive to the responsibility of the
Chamber to practice prudent financial
management of member entrusted re-
sources, the change in location repre-
sents the best overall decision opera-
tionally and financially.
Phone numbers, remittance ad-
dresses and other contact information
will remain the same.
Interactive social media
conference Aug. 16-17
SocialCrush, the popular, two-day,
hands-on, interactive social media
business conference announced a new
stop on its nationwide tour. On Aug.
16-17, the Greater Columbia Chamber
of Commerce will host SocialCrush at
the Columbia Metropolitan Conven-
tion Center. While event organizers
are still finalizing the list of speakers
and professional trainers, the current
line-up hails from a list of whos who
among social media companies. This
list includes speakers and trainers
from Twitter, HubSpot, FourSquare,
Edelman Digital and Hashable.
Sessions will show real business
people how they can use Facebook,
Twitter, YouTube, LinkedIn, social
search and mobile efficiently and ef-
fectively for business and marketing,
as well as the strategies and analytics
needed to listen, monitor and grow on-
line brand identity to keep their busi-
nesses ahead of competitors and turn
fans into fanatics. To register, and for
more details, visit the Web site,
socialcrushcolumbia.eventbrite.com.
CB Richard Ellis is one
of the largest companies
CB Richard Ellis Group Inc. has
been named to the FORTUNE 500 list
of the largest U.S.-based companies for
the fourth straight year. CB Richard
Ellis is the only commercial real estate
services firm ever to be included in
the FORTUNE 500.
CB Richard Ellis was ranked at No.
440 on the list, up nearly 60 places from
the prior year. In 2010, CB Richard
Ellis arranged sales and leasing trans-
actions with total value of $128.1 bil-
lion and managed commercial proper-
ties and corporate facilities totaling
more than 2.9 billion square feet (in-
cludes properties managed by affiliate
companies).
Earlier this year, CB Richard Ellis
led National Real Estate Investors Top
Brokerage list for the eighth straight
year. The company is also the only
commercial real estate services firm
included on the 2011 Forbes Global
2000 list.
4 BUSINESS TRENDS AUGUST 2011
Drop us a line
Email: news@midlandsbiztrends.com
Phone: 803-929-3563
Mail: 3518 Medical Drive,
Columbia, SC 29203
please see UPDATE, page 7
WOMEN IN BUSINESS Sponsored by VISTABANK
tor, she said. We try to
know everybody by first
name. Were more about the
members and their
progress.
The physical structure of
Anytime Fitness is similar
to that of other Big Box
clubs. It has free weights,
dumbbells, strength training
machines and cardio ma-
chines. It provides 24-hour
access so that members can
workout when its conven-
ient for them.
But the culture of Any-
time Fitness is what sets us
apart, Cavalleri said. Instead
of focusing on selling mem-
berships to drive up revenue,
Cavalleri focuses on Club
Culture, making a concerted
effort to know the members
and help them accomplish
their goals. Every month, the
club honors a Member of the
Month to show others that
they, too, can succeed.
If someone isnt in here
in a while, I find out why. If
someone isnt achieving
their goals, I find out why,
she said.
Cavalleris approach to fit-
ness has worked, too. In 2009
and 2010, the corporate office
of Anytime Fitness honored
a member from the NE Co-
lumbia franchise as one of
the most inspirational sto-
ries from among the com-
panys 1 million members
worldwide. Last years hon-
oree, Michael Tandon, lost
193 pounds in a year and a
half and has kept it off for
about a year.
The members here are
my friends, theyre not just
members, Cavalleri said.
WOMEN
IN
BUSINESS
Theres a personal touch at Anytime Fitness
Lisa Cavalleri
Franchise Owner of
Anytime Fitness of NE Columbia
Lisa Cavalleri talks with members Michael Tandon, Chris Jenkins and Cynthia Berry.
Chris lost 193 pounds in a year and a half and has kept it off for a year; Michael
lost 105 pounds and has kept it off for four years; and Cynthia has gone from a size
16 to 6 in the last seven months.
Lisa Cavalleri needed a
change in her life. She had
been a personal trainer for
about 10 years but had
grown tired of the fitness in-
dustry, almost giving up on it
altogether.
I love personal training,
but I got tired of the egos in
the industry, she said.
Every other gym was about
selling memberships and not
giving people the personal
touch that they need.
So Cavalleri did some-
thing about her conundrum.
While searching for a job,
she saw a posting for a man-
ager at Anytime Fitness of
NE Columbia, a 3,200-square-
foot location that she de-
scribed as a neighborhood
gym.
Cavalleri was thrilled with
her new position. In an off-
the-cuff remark, she men-
tioned to the owner that it
was too bad that this type of
gym was already in the
Northeast area because it
would be the type of club
that she would want to own.
Six months later, thats ex-
actly what happened.
Im the owner, Im a
trainer, and Im an educa-
EDITORIAL 6 BUSINESS TRENDS AUGUST 2011
SPEAK UP!
Business Trends welcomes letters from readers. Brief and to the point is best, so we look for letters that
are 300 words or fewer. Be sure to include your name, address and phone number with your letter, and
know that we will print your name and hometown with the letter.
We do not print anonymous letters.
Send letters via email to news@midlandsbiztrends.com, via fax at 803-978-6098, or via the mail at P.O.
Box 1798, Columbia, SC 29202. Of course, you can drop them off at our office, too.
Business Trends reserves the right to reprint your letter in any medium including electronically.
RUSSELL CANN Chairman of the Board
DAN McDONOUGH, JR. Co-Chairman and Chief Executive
MICHAEL LaCOUNT, Ph.D. Vice Chairman
www.elauwit.com
Too much to do
Pressing issues demand Congress time
T
he public is quick to jump on members of Congress for
doing nothing when it comes to important issues con-
fronting the country. The public needs to keep things in
perspective. These folks have busy schedules.

Take, for example, Congressman Anthony Weiner, who sent
lewd photos and explicit text
messages from his Twitter ac-
count.

And lets not forget: Idaho
Sen. Larry Craig and his misad-
ventures in an airport mens
room; another New York Con-
gressman, Chris Lee, and his
shirtless photo; former Congressman Mark Foley and his inter-
est in pages (and we dont mean the contents of a book); John
Edwards and his mistress (although that might have taken up
his time after he left Congress); and, well, you get the picture.
The list could go on and on.

How, as reasonable American citizens, can we expect these
folks to address the federal budget, economy, Social Security,
taxes and more when they have all of these other things going
on in their lives?

And thats just Congress. Governors have to walk the Ap-
palachian Trail, fly in helicopters to a kids baseball game and,
well, entertain housekeepers.

We humble regular people should recognize the super-human
skills and abilities these individuals must possess to just
squeeze all of these activities into a 24-hour day. Were lucky
to make it home after work, walk the dog and catch part of a
baseball game. After that, were beat and ready to go to sleep.

So the next time youre ready to lament government inaction,
stop yourself and consider this: Could you run a government
and still find time to shoot a hunting partner in the face? Didnt
think so.
in our opinion
RUSSELL CANN
Publisher
TIM RONALDSON
Associate Publisher
ALAN BAUER
STEVE MILLER
ED LYNES
General Manager & Editor
Executive Vice President
Vice President of Sales
A full day
Whats your favorite or least
favorite political activity of
all time? You can visit
www.columbia.sunne.ws to
share your thoughts and
opinions.
FOLLOW THE LEADER
Accountability: A
vote of confidence
By ANN ELLIOTT
Organizational performance
is a top priority for any business.
With a culture of accountabil-
ity, businesses produce better re-
sults. For many businesses,
blaming is the norm. How do
you change a culture of blaming
to one of accountability?
It starts at the top. Good lead-
ers do not engage in finger point-
ing because they know it is coun-
terproductive. Holding people
accountable is not the same as
blaming.
Create accountability in your
business with these simple prin-
ciples:
1.) 20/20 vision, values and
mission. People want someone to
lead who knows where they are
going and why. If you and your
team do not know where you are
going, it is hard to get there. How
do you know you have arrived?
Clarity begins at the top.
2.) Self-mastery. Hire personal-
ly disciplined people. They go to
great lengths to fulfill their re-
sponsibilities. When people un-
derstand clearly the goals, re-
sponsibilities and expectations
and they have the necessary re-
sources, you are free to manage
systems and processes, not peo-
ple.
3.) Structure. Create check-
lists, standard procedures and
systems to operate consistently
at a high standard. Address dis-
appointing results rapidly and
objectively.
4.) Sign here. Written docu-
ments are energy neutral. An
agreement about roles and re-
sponsibilities eliminates as-
sumptions. Everyone accepts his
or her individual responsibility
in advance. They are clear about
how their action affects the bot-
tom line, colleagues and cus-
tomers. Employees who have
committed to take responsibility
for their actions do not need to
blame others.
Mutual accountability sup-
ports success and builds confi-
dence. Willing to be accountable
demonstrates that you are confi-
dent you can contribute to the or-
ganization. Expecting others to
be accountable shows that you
are confident that they can con-
tribute to the organization as
well.
A hallmark of good leadership
is accountability. It nurtures per-
sonal development as well as or-
ganizational productivity. Re-
spect for others and honest dia-
logue thrive in a culture of ac-
countability. What steps are you
taking to create a culture of ac-
countability in your organiza-
tion? It starts at the top.
Ann Elliott, leadership expert, is
founder of The Berkana Company, a
business coaching company. Con-
tact her at (803) 254-0193 or online
at www.berkanacompany.com.
AUGUST 2011 BUSINESS TRENDS 7
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Monthly Update
Allstate agency owners
designated Premier
As business leaders and in-
volved citizens in the Columbia
area, Allstate exclusive agency
owners C-Anne Able (Lexington),
Trey Cantey (Columbia), Patrick
Cunningham (Irmo), Nancy Gal-
loway (Columbia), Brad Grooms
(Irmo), Laurie Grooms (Chapin),
Roger Herring (Lexington), Jona
Hodges (Columbia), Scott John-
son (Columbia), Jim Macfie (W.
Columbia), David OKelly (Co-
lumbia), Lavone Roberson (Lex-
ington), Aaron Shealy (Irmo), Jeff
Smoak (Lexington), Bill Tindall
(Columbia) and Eva Turner
(Elgin) and have been designated
an Allstate Premier Service
Agent for 2011.
Bestowed to less than one-third
of Allstates nearly 12,000 agency
owners across the country and to
25 percent of agencies in the
Southeast Region, this designa-
tion is being presented to this
group for their commitment to
putting the customer at the center
of their agencys work.
Regus opens biz center
at Meridian building
To accommodate growing de-
mand from businesses in South
Carolina, Regus, the worlds
largest provider of workplace so-
lutions, has opened its first full
service business center at the
Meridian building at 1320 Main
St. in the citys central business
district.
For the first time, businesses
operating in Columbia and across
South Carolina will have access
to Regus flexible workspace that
enables them to do business more
effectively just a short distance
from where they live.
The opening of Regus first
center in Columbia represents
the companys expansion com-
mitments into new markets.
The new center offers the busi-
nesses of Columbia a great work
environment that meets their
needs, improves productivity and
drives down overhead costs.
The fully equipped center is
ideal for businesses of all sizes
across all industries who are
looking for cost-effective work-
place solutions that will allow
them to easily expand or down-
size as their business needs dic-
tate.
Rhythmlink named
among best companies
Medical Device and Diagnostic
Industry has named Rhythmlink
International as one of the best
companies to work for in the de-
vice and diagnostic industry. Rec-
ognized for its exceptional work
environment, Rhythmlink CEO
Shawn Regan shared in the ex-
citement after the announcement
was made.
Award recipients were selected
based on various components of
the business and its relationship
with employees.
8 BUSINESS TRENDS AUGUST 2011
MARKETING MATTERS
How long will you stay in business?
By KEN GASQUE
How long do you plan to stay in
business? If you want to continue
long-term, say for more than a
year, you need to study your
brand. It communicates the pri-
mary reason your prospect
should do business with you. You
create a product or deliver a serv-
ice and create an experience.
Your customer experiences your
creation and their perception de-
termines your brand.
How are you making people
aware of your brand? Does your
advertising create the images you
want your customers to envision?
What medium are you using?
Without a clear message, your
prospects might well say: I dont
know you, I dont know your
product, I dont know its quality, I
dont know your company, I dont
know what your company stands
for, and I dont know your compa-
nys reputation. Now, what is it
you want to sell me? (Para-
phrased from an ad by McGraw
Hill Business Publications, 1958).
Branding is not expensive. It
can be planned or it can just hap-
pen. It is what customers think of
your business - its their percep-
tion. It is the experience they
have when they do business with
you. If their experience is posi-
tive but dealing with you is nega-
tive, that will become your
brandthink Seinfelds Soup
Nazi. You can control the experi-
ence. You can craft your brand. If
you want to change it, there are a
number of things you can do.
1.) You can advertise. Your ad-
vertising message can be used to
change the way customers and
prospects perceive your services.
2.) You can change the way you
communicate with your cus-
tomers, making it easier for them
to tell you what they like and
what they dont like.
3.) You can train your staff to
deliver the experience you want
your customers to have. You can
change the way your business,
product or service looks.
4.) You can change how it is
packaged. Good design is perhaps
the easiest and quickest way to
change customer perceptions.
Branding is about the total ex-
perience your customers have.
These experiences, if they are
pleasing and satisfying, build
awareness, trust and passion.
These feelings build creditability
and powerful brands.
Suppose you get a letter with
an offer to re-finance your home
with no closing costs, no fees and
a rate of 2 percent for a period of
10, 20 or 30 years and if you re-
spond within 36 hours they will
throw in a free cruise. The offer is
from a company that you have
never heard of called FirstSome-
thingorOther. In the trash it goes.
However, if you get a similar offer
from a hometown bank that you
know, a brand you feel is rep-
utable, you feel the offer is valid.
You give it consideration.
We have a home improvement
client that has learned the power
of a brand. We started working
with the company in 1999. We had
a modest budget for advertising
but an enormous budget as seen
through the eyes of a new busi-
ness owner. After the first year, he
doubled his sales and the adver-
tising budget. The sales and ad-
vertising budgets continued to
grow in double digits for the next
eight years.
The advertising was good but
the best thing about the advertis-
ing was that it was consistent and
continuous. The advertising
clearly demonstrated the service
provided and focused on the com-
panys difference. Our client pro-
vided a good service, his reputa-
tion was stellar and his price was
fair but not the lowest.
When the recession hit, it hit
particularly hard in the home im-
provement market. Our clients
sales dropped by an average of 70
percent from September to De-
cember. The situation was bleak.
Our client for the first time can-
celed all of his advertising. He
considered closing the business.
Then, in 2009, without any adver-
tising, sales began to pick up. By
May, sales were back to the
monthly average they had been
before he stopped advertising.
Our client started advertising
again at the same time that two of
his competitors were going out of
business.
The interesting thing about
this story is our client is not a
huge company like Coca Cola and
he doesnt have the budget of a
Geico Insurance Company. We
produced good ads and didnt
spend a lot of money producing
so-called award-winning ads.
This is often an allegation against
branding. We did thought-provok-
ing ads that captured the
prospects attention. We followed
a few fundamental marketing
rules. We created an interesting
message that appealed to those
who needed his services. We
stayed with the same message be-
cause the message was clear and
well received.
We helped our client create a
brand. When people have a prob-
lem our client can fix, they call
him because they feel they know
him. The advertising demon-
strates his service and reflects his
brand.
It was the power of our clients
brand that kept his business
going while others were failing. It
was that and nothing more.
Much of the criticism of
branding is that it doesnt sell.
But that is not true. Branding
does sell. Branding does not gen-
erate sales quickly. If you are
going out of business, branding is
not the set of marketing tools you
need.
If you need immediate sales,
then a good promotion is a better
choice. Branding is not designed
to create immediate sales its
purpose is to create lasting sales.
Questions you should ask to
improve your branding: What is
our customers perception of us?
What do they believe we do better
than our competition? How can
we differentiate ourselves? What
is the experience our customers
have and expect when they do
business with us? Why do they
like us? Have we told our
prospects what our difference is
so they understand? Better yet,
can we show them? After all, we
buy with our eyes.
Ken Gasque is president of Gasque
Marketing and Advertising a brand
development and marketing plan-
ning company in West Columbia. He
can be reached at
ken@gasque.com.
Wayne Fields is the President/
CEO of Oliver Gospel Mission. As a
writer, his published work includes
the Reality Living Devotional Guide
series. He can be contacted to speak
to your group through Beth at
bwell@olivergm.com.
I vividly remember my first week
as the new leader of a dysfunctional
organization, asking myself this
question, Just where should I start?
Although I had some idea of what I
was getting into by accepting the po-
sition, I didnt really understand until
I assumed my role. I felt a bit fearful
and frustrated, due to my lack of ex-
perience handling particular respon-
sibilities. As I look back over those
early months, I am thankful for a man
named Steve, who had traveled fur-
ther on the leadership journey than I,
who listened to my frustrations and
offered me encouragement and advice
to help me through that time.
In my leadership experience over
the years, I have discovered that peo-
ple in management roles are fre-
quently ill-equipped to handle the
realities that they face in leading and
influencing others. They are hungry
for someone to come along side of
them with ideas and suggestions that
can help them to become more effec-
tive. This is what I refer to as coach-
ing. While there are numerous
definitions of this term, I define it as
intentional effort to prepare others
for greater effectiveness, enabling
them to reach their personal potential
and to maximize their influence on
others. In essence, coaches equip oth-
ers to address the realities of leader-
ship. It is more than the mere
imparting of information, creation of
job descriptions, and orientation to
the organization.
Coaching is both a mindset and a
skill. It begins with the perspective
that the most important responsibil-
ity of leadership is that of developing
his/her people. The growth of an or-
ganization is directly related to the
growth of its people, and coaching
helps that to take place. In the agency
that I lead, one of our core values is
that of the God-given potential of
each person, and one of our practices
that springs from this is the coaching
of our people. A people development
mindset must begin at higher levels
of the organization, because people
tend to do what is emphasized and
modeled by their leaders.
Coaching also involves particular
skills. Effective coaches are skilled lis-
teners and observers of their people,
so that they learn their unique
strengths, weaknesses, passions, and
struggles. They understand that peo-
ple want to be understood. This, in
turn, helps them in their coaching ef-
forts with the recognition that one
size does not fit all.
Another valuable skill is that of
teaching. One master of this was the
late John Wooden, the renowned
coach of the UCLA Bruins basketball
team. He spent a large portion of his
practice sessions teaching his players
fundamentals and skills of the game.
Because they recognize that people
need both information and examples
of what needs to be done, coaches are
skilled teachers, be that in formal or
informal settings. Some of the most
effective teaching takes place in the
process of working together. For ex-
ample, in my first job as a bag boy in
a supermarket, the assistant manager
actually took the time to show me the
skill of using both hands so that I
could do it quicker. Informally, while
my wife does not consider herself a
teacher, she teaches younger nurses
from her own experience and by ex-
ample as they work together.
To be continued in the September issue.
Complete Dinner for S2.05
No one should go hungry, especially when it costs so lit-
tle to serve a complete meal to a hungry and homeless
person. And a hot meal is often the first step in dealing
with the problems of the homeless. So please help feed
and care for our hungry and homeless neighbors.
YES, I want to help feed the hungry and homeless.
Advertisement

Coaching For Effectivness: Part 1

By Wayne Fields, President/CEO
Oliver Gospel Mission
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Drop us a line
Email: news@midlandsbiztrends.com
AUGUST 2011 BUSINESS TRENDS 9
lesterol, hypertension and stroke
among the obese are $10,000 high-
er than among the non-obese. Be-
cause medical costs are higher for
the obese, and because most
health coverage premiums do not
depend on weight, healthier peo-
ple in the same coverage pool
often pay for the poor decisions of
the obese.
Furthermore, the negative
health effects of obesity decrease
the ability of the obese to pay for
government-mandated social pro-
grams, according to the report,
conducted by Jay Bhattacharya of
Stanford University and Neeraj
Sood of the RAND Corporation.
Losing weight decreases the
probability of falling sick, which
in turn decreases expected med-
ical care costs.
The data for youth isnt good ei-
ther. South Carolinas obesity
rate for children and adolescents
age 10-17 was 15.3 percent in 2007,
the latest year for which data has
been collected, according to the
report.
The information in this re-
port should spur us all individu-
als and policymakers alike to re-
double our efforts to reverse this
debilitating and costly epidemic,
said Risa Lavizzo-Mourey, presi-
dent and CEO of TFAH.
Changing policies is an impor-
tant way to provide children and
families with vital resources and
opportunities to make healthier
choices easier in their day-to-day
lives.
As a result, federal and state
governments are increasing focus
on programs aimed to prevent
and control obesity. Among South
Carolinas initiatives, according
to the report:
n The state has school meal
standards that are stricter than
the U.S. Department of Agricul-
ture requirements.
n The state limits when and
where competitive foods sold
outside of formal meal programs
such as through school stores or
vending machines may be sold
beyond federal requirements.
n The state has legislation that
requires body mass index screen-
ing for children and adolescents.
Creating healthy environ-
ments is key to reversing the obe-
sity epidemic, particularly for
children, Lavizzo-Mourey said.
When children have safe places
to walk, bike and play in their
communities, theyre more likely
to be active and less likely to be
obese.
Its the same with healthy
food: When communities have ac-
cess to healthy affordable foods,
families eat better.
South Carolina is fat
HEALTH
Continued from page 1
With the recent legislative
changes to healthcare and the
overall push toward a healthier
America, biometric testing is a
hot topic in employee benefits.
As more compa-
nies implement
this type of test-
ing as a way to
reduce overall
healthcare costs,
there is greater
potential for liti-
gation regarding
whether these
tests run afoul of
federal and state
laws.
What exactly
is biometric test-
ing? Biometric testing is test-
ing designed to identify past,
current, and potential health
problems impacting an organi-
zations employees. The data is
used to create a healthier work-
place by identifying programs
and incentives to hopefully re-
duce the identified health is-
sues.
Whether and to what extent
biometric testing is acceptable
under federal and state law is
still an open question and
courts are beginning to sort
through the quagmire. While
our federal and state courts
have yet to issue any opinions
on this topic, decisions from
other areas are starting to pop
up.
This presents a difficult
issue for employers in deter-
mining how to encourage max-
imum employee participation
without creating legal issues.
If your organization is con-
sidering adding biometric test-
ing as part of an employee
benefits plan, be wary that bio-
metric testing can implicate
the Americans with Disabili-
ties Act (ADA), The Genetic
Nondiscrimination Act of 2008
(GINA), and state laws pro-
hibiting certain types of dis-
crimination (for instance, SC
law prohibits em-
ployment dis-
c r i mi n a t i o n
against employ-
ees who smoke
off-the-clock).
When mak-
ing a decision to
implement this
type of testing,
employers must
decide whether
to make testing
voluntary and
whether to penal-
ize employees for declining to
participate. Some employers
decide to offer incentives to en-
courage voluntary participa-
tion.
How an employer addresses
these issues when implement-
ing biometric testing involves
varying levels of legal risk. If
you have questions regarding
the advisability of biometric
testing or implementation of a
biometric testing program as
part of your employee benefits
plan, seek legal advice to best
weigh the potential risks and
benefits of your proposed plan
of action.
_____________________________
Dewana Looper is an experi-
enced attorney and active mem-
ber of the North Carolina and
South Carolina Bar Associa-
tions. She frequently writes and
speaks on employment related
matters, and is also a member
of the Society for Human Re-
sources Management. Her legal
practice focuses in the areas of
employment law, workers' com-
pensation, litigation and com-
munity association law.
MY TWO CENTS
To Test or Not to Test
Potential Pitfalls of Biometric Testing
Under Employee Benefits Programs
By Dewana F. Looper
Advertisement
Dewana F. Looper, Attorney at Law
dlooper@hedrickgardner.com
Columbia, SC
1301 Gervais Street, Suite 1900 Columbia, SC 29201
803.727.1200 www.HedrickGardner.com
Charlotte Raleigh Wilmington Columbia
1006 12th Street Cayce, SC 29033
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Drop us a line
Email: news@midlandsbiztrends.com
&
Black
White
&
GALA
2011 Annual Gala
presented by:
Thursday, September 22, 2011
Columbia Metropolitan Convention Center
six oclock in the evening
Honoring Ambassador of the Year
Ray Tanner
USC Baseball Coach | Back-to-Back National Champions
3 Time National Coach of the Year
sponsored by Nexsen Pruet
www.columbiachamber.com
GREATER COLUMBIA CHAMBER OF COMMERCE G


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Honoring Ambassador of the Year
Ray Tanner
USC Baseball Coach | Back-to-Back National Champions


Honoring Ambassador of the Year
USC Baseball Coach | Back-to-Back National Champions


USC Baseball Coach | Back-to-Back National Champions








|
National C
ponsored by
columbiachamber.com w.


3 Time National Coach of the Year
sponsored by Nexsen Pruet
columbiachamber.com


USC Baseball Coach | Back-to-Back National Champions
3 Time National Coach of the Year




AUGUST 3, 10,
17, 24 & 31
CAPITOL CITY
SALES EXCHANGE
Time: 11:30 a.m. to 12:30 p.m.
Location: Grecian Gardens, 2312
Sunset Blvd., West Columbia
Contact: Tom Hooker at 960-2800
AUGUST 4
DRIVE TRAFFIC TO YOUR
BUSINESS
Time: 11:30 a.m. to 12:30 p.m.
Location: Lexington Chamber, 321 S.
Lake Drive, Lexington
Contact: Tracy Fredrychowski at
359-6113
AUGUST 8 & 22
CAYCE-WEST
COLUMBIA JAYCEES
Time: 6:30 p.m.
Location: CWC Jaycee Hut, 1153 Wal-
ter Price St., Cayce
Contact: 409-9139 or visit
www.cwcjaycees.org
AUGUST 9
LEXINGTON CHAMBER
BREAKFAST MEETING
Time: 7:30 to 8:30 a.m.
Location: The Country Club of Lex-
ington, 1066 Barr Road
Cost: $7
Contact: Sondra Gettys at
sondra@lexingtonsc.org
AUGUST 9, 16, 23 & 30
ROTARY CLUB OF
CAYCE-WEST COLUMBIA
Time: 1 p.m.
Location: Brookland Baptist Conven-
tion Center
Contact: Club President Carolyn
Lykes at 667-2532, or visit
www.caycewestcolumbiarotary.com
AUGUST 10
GREATER IRMO CHAMBER
MONTHLY LUNCHEON
Time: 11:45 a.m. to 1 p.m.
Location: St. Andrews Presbyterian
Church, 6952 St. Andrews Road,
Irmo
Contact: 749-9355
AUGUST 15
LEXINGTON SERTOMA CLUB
Time: 6:30 p.m.
Location: Flight Deck Restaurant,
Lexington
Contact: Matt Quinton at 260-7178
or www.lexingtonsertomaclub.org
AUGUST 16-17
SOCIAL CRUSH
Location: Columbia Metropolitan
Convention Center
Contact: Visit socialcrushcolum-
bia.eventbrite.com
AUGUST 16
SC GOOGLE TECHNOLOGY
USERS GROUP
Time: 6 to 9 p.m.
Location: IT-oLogy, Tower at 1301
Gervais
Contact: Steve Hodges at 399-0008
or steve@scgtug.org, or visit
scgtug-biztrends.eventbrite.com.
AUGUST 16
KIWANIS CLUB
OF LEXINGTON
Time: 7:30 a.m.
Location: OCharleys Restaurant
Contact: Gina at 359-7644, or visit
www.lexingtonkiwanisclub.com
AUGUST 19-21
HOME IMPROVEMENT SHOW
Location: Columbia Metropolitan
Convention Center
Contact: Call 256-6238 or visit
www.columbiabuilders.com
AUGUST 23
WEST METRO CHAMBER
BREAKFAST MEETING
Time: 7:30 to 9 a.m.
Location: TBD
Contact: 794-6504
AUGUST 23
CHAPIN CHAMBER
BUSINESS WORKSHOP
Time: 6 to 7 p.m.
Location: Greater Chapin Chamber,
302 Columbia Ave., Chapin
Contact: RSVP by calling 345-1100
or by sending an e-mail to
laura@chapinchamber.com.
AUGUST 2011 BUSINESS TRENDS 11
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