Transcripts For MSNBCW Your Business 20170709 : vimarsana.co

MSNBCW Your Business July 9, 2017

Hi, there, everyone. Im j. J. Ramberg and welcome to your business the show dedicated to helping business decisi decisionmakers grow their companies. For those of you who watch us every week you might notice something is different. We have a brandnew set here and a brandnew look and were very excited about it. What we have is the same Great Stories that will help you run your businesses. Well start with this one. When Ellen Bennett was a 19yearold cook working her way through culinary school, she never thought she would be cooking up something stateside that would change kitchen wear fashion forever. Caught the attention of hundreds of thousands of fans across the country. Now, shes running a multimillion dollar business. And theres no doubt ellen has made the leap. Its been called the apple of the culinary world. Offering a collection of highend, durable aprons, chef gear and accessories. L. A. Based headley and bennett have revolutionized the way we look at fashion in the food space. We take making aprons very seriously. 29yearold founder Ellen Bennett foundly known as the apron lady is the burst of inspiration at the helm of this movement. Since 2012, her vibrant handcrafted design have been a favorite in more than 4,000 kitchens across the country. Ellen was working as a line cook earning 10 an hour when she cooked up the idea for headley and bennett. No one thought about making an apron that looked good and was functional. Reporter the standard a white apron. It didnt fit, i wanted to make a better uniform and something that people felt proud to wear in the kitchen. The art of the highend apron became ellens daily focus. The lack of design experience never held her back. I had chunks and dreams and i had ideas. I had to be like, no, let me just tell you. Were talking about proper aprons. Theyre made out of japanese denim and handmade in los angeles. And every pocket is reinforced and then put it on their body. Tie it on and then theyd love it. The steep price tag wasnt a hard sell either. You look at the craftsmanship that goes into and you think this thing will literally last forever. It takes 12 people to make one Headley Bennett apron. From the structure and stitching to the fabrics and hardware, it brings a bold and durable design as threat took the world of culinary work wear. Much of the companys success is driven by ellens work ethic. When tickets are coming in and the chef is yelling and something came back and somebody is gluten free and you have to fix it. That men tetality of working wi urgency, you have to be hustling, especially when you have a start up. One item on ellens management was her fine dining approach to details. Everything is about finding the tiniest little error in fixing it and making it perfect. So, you know, when you take that approach to business, sometimes it can like really clash with people because youre trying to get them to be so meticulous on something and they dont think that way. So, its like finding that happy medium. Recognizing that not everybody is me. And being willing to be okay with that. Ellen uses instagram to celebrate her growing group of fans. They celebrate the drive and passion behind Headley Bennett. Thats the apron squad. Were makers, were doers. Youre part of the apron squad. Youre part of the team of people that believes in this. Get out there and wake up and fight. Were going to be hustlers and wake up and were going to make something out of ourselves. Thats what we stand for and thats so cool. Mario and Martha Stewart are two of the most wellknown squad members. And her pet pig serves as its masc mascot. Its not just for manufacturing. Ellen has made the apron factory a place for current customers to get an emersive brand experience. Its like willy wonka and the chocolate factory. We greet you and well give you a hug if youre willing to get one. You get to go try aprons on. Your kid is in the slide and somebody rides the zip line. Its a whole world. I want to see you post about it online and well repost it and taking Old School Ideas and new School Technology and jamming them together. The apron factory also hosts all kinds of events. Shining the spotlight on people and brands throughout the food community. I want every touch point with headley bent to be special. Recently they welcomed shake shack to the west coast. We threw 3,000person party and put a deejay in the tree house. To open your doors and share that other people, were growing together and were doing something bigger and better for everybody. That sentiment rings true in their packaging. With every shipment customers receive a little gift highlighting another brand. Like connecting the community and being willing to share that platform and say, hey, what do you have thats cool . Lets include it. I think its osanymoreawesome a tahelp my community grow. An overall feeling in the community space. Teams are now looking better, feeling better and way more on brand. More like put this on and hold your head up high and do a good job today. And thats so awesome to be able to do it with a uniform. Over the last 13 years tori birch turned her Fashion Company which she started at her Kitchen Table to a billion dollar enterprise. Today while shes best known for her very recognizable clothing she, herself, is equally, if not more proud of the work shes doing to help empower other Women Entrepreneurs through the tori Birch Foundation. We sat down with her to talk about her journey building both ventures. Tory birch built her Fashion Company on a simple premise. Colorful, classic and a little bohemian. I certainly never went to business school. I never went to design school. And i had an idea and it struck a cord. It was something that was missing in the market. It was something that i was personally missing and it was a Pretty Simple idea. Clothes that were beautifully made that didnt cost a fortune. And i think that when youre missing something thats another good way to think about the business youre launching or working on building. Her style resonated with women almost immediately. Even though there were naysayers who discouraged her almost every step of the way. Think of negativity as noise. And, you know, really believe in yourself. So many times people said, oh, i dont like your logo. Why are you launching online . People will never buy online . This is 12 years ago. We launched with one retail store at an ecommerce site and they said that was absolutely the wrong way to do it. If you have conviction and you go with your gut and you believe youre answering a need, thats when it works. In 2015, forbes listed birch as the 73rd most powerful women in the world. Behind the scenes, she knew her company was starting to suffer from growing pains. Every ceo i had spoken with had told me about this Inflection Point and i didnt buy into it until i just had this feeling that things were different. Things were happening. Technology was taking hold. And we needed to really address the next ten years of our business. It was about putting in the right infrastructure. Putting in the right systems. Looking at our team which was hard because im a really loyal person. But some people are great at different parts of your business and you need to look at and pivot into different areas. It was probably the hardest thing ive ever done. You have to be a leader. You have to have your team believe in what were doing. And its not always easy. But i think if youre not nimble and youre not reactionary, thats when businesses really have longterm problems. Reporter from the day she launched her business, she knew she wanted to do Something Else, as well. She wanted to build a foundation to help other women develop their companies. We just want to help more and more women. We want to be the goto source for Women Entrepreneurs. And i think our website is really that. People are writing Business Plans off of the website and hopefully were giving them a ton of information. The tory Birch Foundation empowers Women Entrepreneurs by providing access to capital and education and resources. We are disrupting business as usual for the boutique business industry. The Foundation Offers a Fellowship Program where ten finalists get to pitch their companies for investment to birch at their new york headquarters. 800 applicants and then narrow it down to 200 and then narrow it down to 35. And from the 35 incredible businesses, it was pretty tough. The winner is paris sabo. They created natural nontoxic toothpaste and personal care products. Her pitch convinced birch and the other judges that her business was the one they wanted to help boost. Well, paris is going to get 100,000, 50,000 out right and 50,000 a nointerest loan towards her Business Education and i think its the beginning of a wonderful relationship. Finding great employees is hard. In my experience, its one of the most difficult things you have to do. And it starts with making sure youre getting the right people into the interview process in the first place. If you dont have a good pool, youre not going to end up with a good result. Forbes gives us five ways to help you attract great candidates. One, use interactive video. When deloit used a gamified version for their job search the result was greater candidate engagement and a better sense of what people were looking for. Two, invite candidates behind the scenes. Host open houses where potential employees can experience your culture first hand. This will help you weed out people who arent the right fit. Three, integrate Artificial Intelligence and big data. Tools like mia and lisa can reduce the admin work so you can have your human recruiters measure like personality and character. Four, be optimized for mobile. Google now ranks companies that are mobile friendly higher in searches. And, five, dont ignore word of mouth. Your employees are your biggest brand ambassadors. So, encourage them to spread the word when you have open positions. Earlier this week, i went to washington, d. C. , to participate in a conference on Government Contracting. And heres a fun fact for you. The u. S. Government is the Largest Consumer of products and services in the world. The entire world. So, if youre looking for a new customer, dont count them out. But its not easy to get those contracts. Managing director of red carrot, a miamibased advertising agency, wondered if she could sold the guovernment working wih her company when she launched in 2011. It is her biggest client making up 70 of her business. I caught up with her seeing how she did it. Getting a government federal contract is a dream come true for us. We got our first government contract about two years ago and helped us hire more people and deliver events all over the country and grew us to the next level. Youre marketing and advertising agency. What even got you thinking about this . I do know that government almost works like a business. They purchase everything. They purchase marketing services, janitorial services. They purchase everything that you wouldnt think of and i started looking into the government and seeing what they procure on fbo. Com and i found them. They do buy advertising services. How hard was it . Its a common thought that its just not worth the red tape going through the bureaucracy and too hard, so why even bother . Everything in life is hard. If you really want something, you have to stay focused. Not easy to land a federal government contract. They dont go to your door knocking. If you stay focused and persevere youll get a government contract if youre good at what you do. What tips do you have . I talked to people who tried to get them and at some point threw up their hands. I think the most important thing with federal Government Contracting is to stay true to your core and focus on what you really do. Dont try to do it all. Also establish the right teams. Sometimes you may be good at something and you may find another company that is really good at another area and Team Together to Work Together to get the government contract. Do you do that . I have done that. In what way . We can handle the advertising and someone else and do Something Else . We can handle the advertising and someone else can handle the logistics. You cant think of a government contract that youre going to do it all by yourself. Always Great Companies you can work with and have great past performance that you can use, also, to make your proposal stro stronger. Did you use any consultants to get through the paperwork . I did not use consultants to help with the paperwork. There are a lot of consultants out there, but i have not had a chance to work with consultants to help with the paperwork. You felt you could do it on your own and it was fine . I like to try something first on my own if i can do it. If i need the extra resources, i can tap into a consultant. How long did it take and what mistake did you make that you say to other people that you say, hey, watch out for this . So many mistakes with federal Government Contracting. I did learn a lot before i submitted my first proposal. I read a lot and the first proposal that we did, we won. And it was because we did our homework and doing your homework really, really helps. It was just reading and talking to people. Reading and talking to people. You were able to fill that out. You beat out an incumbent, too. You took the job from somebody else who had already been doing it. A lot of people think once youre in, youre in. Thats clearly not the case. Not in this situation it isnt. We offered solutions and the client really liked our proposal. Congratulations. 80 of your business comes from the government. It does. Im sure the company is going to keep growing. Thanks for stopping by. Thank you. Rosemary knows an opportunity when she sees it. She understood that getting a government contract could make a business. So, when she started her company, gher strategy was to ct through the red tape and make it as easy for the government to work with her. The government is the worlds biggest procurer of product. Thats a huge opportunity for someone like us. Rosemary is something of a rock star in the world of Government Contracting. We were able to do business with the government within 60 days of starting the business. Shes mastered the art of getting diversity certifications, bidding on government contracts and, you guessed it, filling out piles of paperwork. When she launched gor rilla stationers in huntington beach, california, she was bound and determined to get her business a small slice of uncle sams pie. We started the company knowing we would go after government and diversity business. That was always our plan to become a diversity supplier because thats a niche in the market that is not 100 fulfilled at this point. But its hard to get that first contract. So, how kid sdid she do it . For her, it was just about experience. Rosemarys knack for the Office Supply business and fearless approach to Government Contracting was something she learned at her first job. When i moved to california at 18, i went into the Office Products business. So, ive learned a lot of things about doing business with the government. With 500 billion available every year for purchasing, rosemary simply couldnt afford to let an opportunity as big as this pass her by. She had to go out on her own and start a business. Hey, heather, its rosemary, hope youre having a good week so far. For the uninitiated, working with the government could be daunting. Thats why we asked rosemary to share some tips on how to approach the task of landing a government contract. Her first piece of advice, if you can, get a diversity supplier certification. Rosemary has six of them. A diversity supplier is a Small Business, a womanowned business, a hispanicowned business and an asian business. Now they have the gay and lesbian designation. That diverse business is a percentage of sales that the government has to spend with these designations. For instance, womenowned businesses get 5 . If your head is spinning, rosemary recommends contacting your local Small Business Development Center to help figure it out. Thats how she got contacted with linda hoyt. Pick a day to come over. I would love that and im dyeing to meet charlie. People experienced in doing business with the government like linda can guide you through the process. Number one, you need to understand who your target markets are. Its not just saying, im going to get government contracts. But who is going to buy the products. How do they buy and understanding that whole process. Understanding what products appeal to the government led rosemary to buy out two Smaller Companies to diversify and broaden her product line. Our first acquisition was a Company Called gizmo. A very fun, hip, technologybased company. Then in may of 2015 we purchased a Company Based in van nice called inc. For all and thats been a very successful integration as all. Ink for all sold toner and ink, gorilla station sells toner, inc. , Office Products, janitorial products. Michael stone one of the founders of ink for all has stayed on with gorilla. So far the partnership is working exactly as planned. Rosemary approached us and kind of inquired about acquiring ink for all, we thought maybe this is a better thing for us and it turned out to be a great thing, its helping our section of the company grow. Prior to the

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