vision magazine #3 june

Hispanic Chamber of Commerce of Metro Orlando Visión | 1

2 | Visión Hispanic Chamber of Commerce of Metro Orlando

It seems like everyone is looking for ways to help the environment and to save on their uti lity bill. OUC—The Reliable One has launched a new website that can help. ReliablyGreen.OUC.com is full of informati on designed to make life a litt le greener in your business and in your wallet. For instance, did you know OUC off ers residenti al and commercial energy effi ciency rebates that could add up to hundreds of dollars in savings? With ReliablyGreen.OUC.com you can nd the answers to questi ons like “should I

install solar panels or maybe just caulk the windows?” and “what kind of return can I get on my investment?”

Once you have decided on the right project for your business, you can download the appropriate form needed to apply for your rebate. There’s also a list of OUC preferred contractors that can make getti ng these projects off the ground a less daunti ng task. Visit ReliablyGreen.OUC.com to start saving today.

BE GREEN. SAVE GREEN.

Reliably Green is our promise

to always keep an eye on our

environmental impact and to

weave sustainability through

everything we do while

providing reliable and

aff ordable energy and

water to our customers.

Every day we conti nue

to seek and evaluate

new technologies,

projects, programs and

services to help our

customers become more

effi cient in their own

homes and businesses and

save on their uti lity bills. To

learn more, visit us online at

ReliablyGreen.OUC.com.

ORLANDO UTILITIES COMMISSION100 West Anderson Street

Orlando, Florida 32801Phone 407.423.9100

Fax 407.236.9616www.ouc.com

Visit ReliablyGreen.OUC.com

REBATE INFORMATION • CONSERVATION TIPS • OUC SUSTAINABLE PROGRAMS

Hispanic Chamber of Commerce of Metro Orlando Visión | 3 VISION

contentJune 2010

Issue #3

HCCMO Update

By Diana Bolivar

Minority Certification: An Opportunity To Grow Your Business

By Rosalina Stober

Go Green Boost Your Bottom Line Courtesy of OUC: The Reliable One

Are You Ready?Hurricane Season Preparedness

By Manny Soto

Healthcare Reform: What Employers Need to Know

by Conrad Santiago

From Work To PlayFun in the Gulf

by Marilen Marnett

Harvest TimeEconomic Gardening

By Jack Roth

An Investment For Success Marketing Tools for your Company

By Hernan Tagliani

Leadership As A Competitive StrategyEmployee Retention Tips

By Robert Newland

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4 | Visión Hispanic Chamber of Commerce of Metro OrlandoVISION

Diana BolivarEditor in Chief

Iancarlo SuárezCreative & Art Director

Angel Aviles Conrad Santiago, CFP,

MSFS/Ameriprise Financial Services, Inc.

Tony LagosRollins College

Martiza MartinezUniversity Of Central Florida

Robert NewlandNewland Associates

Giorgina Pinedo-RolonGio Communications

Rosalina StoberHispanic Business Initiative Fund

Hernan TaglianiThe Group Advertising

Carlos M. ColomboEx-Officio

Colombo, Hurd & Brandt

Leticia M. Diaz, PhD.Director

Barry University School of Law

Christy PennellDirector

CenturyLink

Louis CarrionHBIF Representative

David J. MaxonDirector

Progress Energy

Irma E. StenmanDirector

Metro Orlando EDC

Betsey L. BellDirector

Orlando Health

Jose LopezDirector

Medieval Times

Giorgina Pinedo-RolonDirector

Gio Communications Inc.

Lucas BoyceDirector

Orlando Magic

Maritza MartinezDirector

UCF

Sharon C. SmoleyDirector

Advanced Disposal Central Florida, LLC

Betty Martínez-LowerySecretary

Walt Disney World Co.

Luz B. Ruiz Treasurer

OUC The Reliable One

Jan StrattonDirector

Universal Orlando

Ramón OjedaPresident

Diana BolivarDirector of Marketing & Sales

Marilen MarnettEvents and Operations Coordinator

Iancarlo SuárezCommunications Coordinator

Luisa GarciaAdministrative Assistant

Mugette Baco Administrative Assistant

Yasmin Tirado-Chiodini, Esq.Chair

Tirado-Chiodini, PL

Antonio L. CaraviaChair-Elect

Exterior Walls, Inc

Scot A. SilzerLegal Advisor

Silzer Law Chartered

editorial team

HCCMO staff

HCCMO board membersExecutive Board

Board of Directors

One Landmark Center 315 E. Robinson St. Suite 465Orlando, FL 32801 407.428.5870 www.hispanicchamber.net


I am deeply saddened by the recent catastrophic oil rig explosion in the Gulf region responsible for the death of eleven workers. By all estimates, we are learning now that this is the largest oil spill in U.S. history. The oil spill from a BP offshore drilling rig has already affected many states in the Gulf including Florida. No doubt, we have just begun to face the challenges this tragedy will bring. Our beautiful beaches, marshes, marine and wild life, and the livelihood of thousands of fishermen, including the tourism industry, will be scarred in ways we have yet

to understand.

My thoughts and prayers go out to the thousands, if not millions of families affected by this disaster. I call on our president and elected officials to make this tragedy a priority. My hope is that as a collective community we embrace our gulf

region and support them to the best of our ability.

On a more positive note, and as we continue to dig ourselves out of a difficult economy, coupled with an election year, together with what is supposed to be one of the busiest hurricane seasons on record, I challenge each of our readers

to be optimistic for our future.

If we take a look at our region, the unemployment rates are starting to go down.According to the most recent statistics from WORKFORCE CENTRAL FLORIDA (WCF), we have now seen the fourth month in a row during which the unemployment rate has shown incremental improvement. It has gone from 12.9% to 12.4%, to 12.1%, and now 11.4%. WCF also sees some specific early signs in the data that one would expect to see as an area’s economy prepares to expand, such as increased activity in wholesale electronics and IT services. They are cautiously

optimistic expecting a slow but steady recovery from this point forward.

The 2010 Hispanic Chamber Political Hob Nob is around the corner and once again will be hosted by the Crowne Plaza Orlando Airport on July 26th. It will feature great Hispanic food, the classic parade of candidates, a great opportunity for you to meet key Hispanic and non-Hispanic candidates, business and community leaders in Central Florida and participate in a straw poll. I urge you to become involved and participate in this wonderful and important event. Together we can make our voices heard and make a difference for the betterment of our

community.

I hope you enjoy this issue of VISIÓN as we continue to strive to bring you excellence in every way.

Have a wonderful summer!

CHALLENGES AND OPPORTUNITIES AHEAD

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SUMER EXPO HISPHISPANIC BUSINESS

AND CONSUMER EXPOAPRIL 15-17, 2010

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LEADERSHIP BUSINESS SUCCESS LEADERSHIP BUSINESS SUCCESS LEADERSHIP BUSINESS SUCCESS

The Hispanic Chamber of Commerce of Metro Orlando

invites you to be a part of the

17th Annual Hispanic Business and Consumer Expo.

April 15-17, 2010

For more information call 407.428.5870

or email [email protected]

2010

17th ANNUAL

HCCMO Update

HCCMO recently hosted the 17th Annual Hispanic Business and Consumer Expo at the Hilton Orlando. Welcoming more than 15,000 attendees and hosting 300 booths, the Expo included activities such as the “Feria de la Salud” health fair; free entrepreneurial and motivational seminars; networking; Latin entertainment; art gallery; an outdoor Mercado; and much more.

In conjunction, HCCMO hosted the first annual Hispanic Business Conference, which was developed to educate, motivate, and build business opportunities for entrepreneurs, leaders and business professionals; to enhance economic development; and to improve the quality of life in Central Florida.

The event was co-chaired by UCF President Dr. John Hitt and HCCMO Chairwoman Yasmin Tirado-Chiodini. Conference participants of all backgrounds attended sessions designed to enhance their business potential in our community. The conference featured a Regional Economic Outlook, educational tracks, motivational speakers, and luncheon with keynote speaker Charles Patrick Garcia.

Save the date! HCCMO is already planning next year’s Expo and Business Conference for April 29 through May 1 at the Hilton Orlando. For more information, visit www.hbcexpo.com.

Looking ahead to summer, HCCMO invites you to the Political Hob Nob at the Crowne Plaza Orlando Airport on Monday, July 26 from 5:30 p.m. until 8:00 p.m. Every election year, HCCMO hosts this forum for the Central Florida Hispanic business community to meet local, state and national political candidates.

And onto fall: the Latin Food and Wine Festival has been set for October 1 and 2. Stay tuned for more information in our e-newsletter, VISION EXPRESS!

SPONSORS

Blue Cross and Blue Shield of FloridaOrlando Health

University of Central Florida OUC

Banco PopularFlorida Hospital

Katzman, Garfinkel and BergerAna G. Mendez University

Orlando/Orange County CVBOrlando International Airport

SPONSORS

Bright House NetworksWalt Disney World

Orlando MagicjetBlue AirwaysOrlando Health

State FarmFlorida Hospital

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SAVE THE DATE

APRIL 29, 30 AND MAY 1ST, 2011HILTON ORLANDOFor more information, contact us at [email protected] or call 407-428-5870.

A big THANK YOU to our 2010 Sponsors:


Minority Certification

By Rosalina Stober

You may have heard about it. As a Hispanic entrepreneur, you probably know a fellow business owner who has obtained it. But what is minority business certification and

how can it benefit you as a minority or female entrepreneur?

Minority certifications are designed to help minority, woman-owned, and/or disadvantaged businesses find new opportunities, and to help government and corporate entities diversify their supplier base.

Looking to expand your business? If so, these certifications could provide a tremendous growth opportunity.

First implemented by the U.S. Small Business Administration (SBA), minority and woman-owned business certifications have now been adopted by many government and corporate entities across the United States.

MINORITY CERTIFICATION: AN OPPORTUNITY TO GROW YOUR BUSINESS

By law, government entities are required to set aside a budget for minority contractors.

In Central Florida, the City of Orlando and Orange County have developed certification programs and established target minority business quotas for government projects and organizations to achieve. Others, such as Osceola County, honor these certifications, in addition to that of the Florida Minority Supplier Diversity Council (FMSDC).

These city and county certifications are available to companies outside of the certification area. Owning and operating your business in Seminole County, for example, does not bar you from applying for certification in Orange County or the City of Orlando, says Andres Ruales, business development specialist with the Hispanic Business Initiative Fund of Florida (HBIF).

Ruales works one-on-one to assist Hispanic entrepreneurs who want to become certified. He also serves on the Minority Entrepreneur Business Assistance board which oversees the grant program for developing businesses in the Parramore neighborhood of Orlando.

The upcoming construction of the Dr. P. Phillips Performing Arts Center, scheduled to begin in late 2010, will present various sub-contracting opportunities for minority companies certified by the City of Orlando. Beyond the construction phase, the Performing Arts Center has committed to continue to work with and engage minority businesses throughout the completion of the center.

Beyond these local certifications and opportunities, the State of Florida has a separate certification, and the SBA has a series of certifications designed to engage small minority and disadvantaged businesses.

While the requirements of each certification vary, most (if not all) require that the business be at least 51 percent minority or woman-owned. The owner(s) must at least be legal residents, and most often they are required to be U.S. citizens. Most entities also have requirements regarding length of time in business, business size and net worth, among others.

Should your company pursue Minority Certification?

First of all, ask yourself whether certification is right for you. Depending on the line of business, you may not benefit from certification, or you may find greater benefit from one type of certification over another.

Secondly, you should make sure that your company is financially equipped to handle potential contracts and to fulfill additional requirements should you achieve certification. Government entities, for example, often require the purchase of insurance and bonds that sometimes are too expensive for a small business.


Minority Certification

According to Ruales, there is often a misconception that businesses in particular industries are more likely to receive bids or benefit from certification.

“Think about the products or services that government or other organizations will purchase. From paper clips to food and beverage to professional services, these organizations subcontract a broad array of small businesses,” he said.

And remember: achieving the minority certification does not guarantee you a government or corporate contract.

You may have the certification, but you are still competing in a pool. A smaller pool, yes, but you still must market and sell your product or service better than the competition.

Marketing and selling your organization is as important as being organized, having your accounting and tax history in order and submitting the extensive paperwork required for certification.

Form partnerships with other companies that have successfully won contracts. Go to networking events, get face time with the purchasing decision makers so that they know who you are and who to call within your company.

What is the first step to obtaining a minority certification? The certification process can be daunting for any business owner. Don’t do it alone.

Seek out resources in your area that can help you navigate the certification process and help you promote your company directly to the purchasing representatives. Organizations like HBIF, the SBA, the FMSDC and others are here to help walk you through the process of certification.

To learn more, Hispanic entrepreneurs should contact HBIF to schedule a free appointment with a bilingual business specialist who can help determine which certifications are right for you, help navigate the certification process, and facilitate relationships with other certification organizations.

In addition, HBIF offers a twice yearly three-hour workshop on the minority certification process and hosts a Minority Business Opportunities Session once yearly in Orlando and in Tampa Bay.

The purpose of this event is for minority businesses to meet directly with 30 to 40 supplier diversity representatives from various corporations and government entities. As a result, many small minority businesses have won contracts working with local government projects and for-profit companies.

In addition, HBIF hosts a free, seven-week Contractor’s Academy. This program is a great way for Hispanic entrepreneurs to learn about running a business in the construction industry and to prepare for applying for minority certification. The next HBIF Contractor’s Academy will begin in October 2010.

All these services and programs are free of cost. Visit HBIF’s Web site at www.hbifflorida.org or call 407-428-5872 for more information.

A key organization in the business of minority certification is the Florida Minority Supplier Diversity Council (FMSDC). The FMSDC helps introduce minority business owners to hundreds of buyers and provides a nationally accepted certification.

Responsible for starting Minority Business Enterprise (MBE) programs at the City of Orlando, Orange County, the State of Florida, Orange County Public Schools and dozens of major corporations, the FMSDC’s purpose is to increase the dollars spent by major companies within the minority business community.

There are hundreds of local companies and thousands nationally with minority purchasing programs for minority firms to connect with, and FMSDC President Malik Ali is known nationally by those in the procurement world.

Benefits firms receive when becoming FMSDC certified include:

• Meetings in Tampa, Orlando, Brevard County and Jacksonville, allowing minority firms to meet buyers from major corporations

• The only MBE certification accepted by corporations nationally

• Referrals to corporate buyers looking for products or services that minority firms can provide

• The largest minority Business Opportunity Fair in the Southeast to connect minority firms with hundreds of buyers at one time

• Listing in the NMSDC database, accessed nationwide

• An advocate for your minority-owned company at the local, state and national level

FMSDC certified suppliers are 700% more likely to stay in business than the average small business. Last year, major firms in the FMSDC network spent billions of dollars with FMSDC-certified MBE firms.

Companies like Walt Disney World, Lockheed Martin, Darden Restaurants, Office Depot, Verizon and hundreds of other FMSDC Corporate Members are doing business with MBE companies.

Visit the FMSDC Web site at www.fmsdc.org for more information.

RESOURCE SPOTLIGHT: FLORIDA MINORITY SUPPLIER DIVERSITY COUNCIL

• City of Orlando www.cityoforlando.net/admin/mbe

• Orange County www.orangecountyfl.net

• State of Florida www.dms.myflorida.com

• Private Sector www.fmsdc.org

• Federal Government www.sba.gov

For additional certification information, please visit the following Web sites:

The HCCMO would like to thank the Wyndham Worldwide Corporation for its support of the chamber’s MBE Certificate Awareness Program. For more information about this program, please visit www.hispanicchamber.net.


Energy Efficiency

GO GREEN AND BOOST YOUR BOTTOM LINE

Everybody seems to be “going green” these days touting everything from recycled products, hybrids and woods from sustainable forests to biodiesel fuel, solar panels and

renewable energy credits. But what exactly does that mean for your business? In an already tough economy, the additional cost of “going green” might seem prohibitive for many businesses, and those higher priced sustainable products, while good for the environment, won’t necessarily help your bottom line.

However, you can go green while keeping some green in the bank by focusing on your company’s energy and water use. One of the biggest expenses a business faces is its monthly utility bill. Going green doesn’t mean you have to build a windmill or go “off the grid” to lower your energy consumption. Simply improving the energy and water efficiency of your business can result in major savings.

Make Green Work for You

Did you know that simply understanding your monthly utility bill could be the key to reducing your consumption? Your utility

company can help you understand and utilize the valuable information found on your monthly statement. Many utility statements feature monthly consumption comparisons as well as weather information. Utilities also offer online tools that provide businesses with detailed information about their daily energy consumption and help identify areas where they could be saving.

Start by contacting your utility company for an energy audit. Many providers, like OUC, offer them free of charge to customers. Commercial Energy Surveys turn energy efficiency into bottom-line savings.

The on-site surveys are performed by highly trained and experienced energy experts who thoroughly examine your business by checking heating and air-conditioning systems (including ductwork), refrigeration equipment, lighting, water heating, motors and process equipment. They also check your building’s thermal characteristics (including insulation) to detect areas of heat loss and gain.


After gathering this information, the auditor will discuss how you do business and what steps you can take to operate your equipment more efficiently. Following the inspection, you will receive a written report detailing cost-effective recommendations that can make your business more energy and water efficient. These may range from low or no-cost suggestions to the replacement of inefficient electrical equipment.

Make sure your heating, ventilation and cooling (HVAC) system runs at optimal efficiency. Heating and cooling make up the bulk of your energy bill so even minor improvements can result in major savings. The harder your unit has to work, the more it costs to operate. Start by checking and changing the filter and having the unit serviced regularly by a certified professional. You’ll lower your electric bill and extend the life of your HVAC.

Check the building shell or envelope for leaks to keep cold air from escaping. Tinted or shaded windows also reduce heat gain and the demand on your HVAC system. Installing efficient lighting and optimizing your electrical equipment decreases the heat produced by these systems and reduces the demand for air conditioning.

Adjust the thermostat. The recommended summer thermostat setting is 78 degrees at home or in the office and 68 in the winter; however, your company’s facilities and equipment may require maintaining a different temperature to operate. Also, review your hours of operation and set the thermostat to adjust up a few degrees and your computers, lights and equipment to turn off when no one is there.

Upgrade your lighting. Did you know that lighting makes up about 25 percent of a company’s power bill? Light fixtures should be clean and effectively located. Timers or sensors can turn lights off automatically when a room is not in use. It is important to select the right light bulb for the job. Compact fluorescent light bulbs (CFLs) are popular, efficient and becoming even more cost effective. Super low energy light-emitting diodes (LEDs) make sense in places where lights need to remain on for security reasons.

Larger businesses with significant lighting requirements should consider replacing inefficient systems to reap maximum savings. Some utilities like OUC offer commercial lighting programs that provide expert services for a wide variety of commercial applications from industrial parks to residential developments. In most cases, the money saved on reduced energy consumption helps pay for the cost of the new lighting and an on-the-bill financing solution eliminates the upfront costs. For example, OUC worked with Orange County Public Schools (OCPS) to reduce its overall number of light bulbs and upgrade to more efficient models. The retrofit helped OCPS lower its heat output and reduce cooling expenses, saving the school district $618,942 annually.

Going Greener

Utilities and state and federal governments offer a variety of rebates, incentives and tax breaks for businesses for everything from reflective roofs and cisterns for irrigation to solar photovoltaic arrays and electric vehicles. To evaluate whether any of these solutions are right for your business, work with your local utility to identify the project(s) that will provide the biggest return for your investment.

For example, many utilities offer solar thermal and photovoltaic (PV) programs that encourage customers to install solar by minimizing or even eliminating the upfront costs. They also can help you determine whether solar is a good fit for your facility and the type of solar that will best meet your needs. Solar thermal, for instance, costs less to install and typically has a much shorter payback period than solar PV. You’ll receive a credit on your bill for the energy your system produces. Meanwhile, the utility obtains the renewable energy credits, or green attributes, associated with your system that they’ll use to meet potential future state and federal renewable requirements.

In the end, local utility providers want you to save energy, because it’s more cost effective to conserve than to build new power plants – plus governments are demanding it. The Florida Public Service Commission recently adopted energy conservation requirements that all utilities in the state must now meet. In response, utilities are strengthening existing programs and adding new ones to meet the state goals. Research has shown that a significant percentage of the conservation requirements will likely be met through commercial programs, and utilities are encouraging commercial customers with rebates and incentives to implement various efficiency measures to reduce operating costs and improve sustainability.

Visit your utility’s Web site for information on the programs they offer, and be sure to check state and federal programs that you may qualify for as well. For example, the Small Business Administration offers attractive loans up to $350,000. In many cases, it’s possible to combine savings by utilizing more than one program, making going green more affordable than ever.

OUC—The Reliable One is the second largest municipal utility in Florida, providing electric and water services to more than 316,000 customer meters in Orlando, St. Cloud and parts of unincorporated Orange and Osceola counties. The Reliable One has a long history of environmental stewardship. In fact, OUC’s new administration and customer service center is the “Greenest Building in downtown Orlando” with its Gold Leadership in Energy and Environmental Design (LEED) certification. OUC also recently launched a new green website, ReliablyGreen.OUC.com, to provide customers access to conservation tips, rebates, tax credits and other incentives, as well as a list of approved contractors to do the work.

1) Install awnings on south- and west-facing windows to block sunlight from directly entering your home or office and raising your energy consumption.

2) Turn off your computer when you are done working.

3) Unplug battery chargers when the batteries are fully charged or the chargers are not in use.

4) Screen savers on your computer don’t reduce energy! Switching to sleep mode or manually turning monitors off is the way to save energy.

5) Look for ways to use lighting controls—like occupancy sensors, dimmers or timers—to reduce lighting energy use in your home or office.

5 ENERGY SAVING TIPS

Energy Efficiency


Hurricane Preparedness

By Manny Soto

Last year, the City of Orlando and Florida in general were fortunate not to be visited by any hurricanes. However, based on the forecast of this year, it looks as though it may

be an active season.

We don’t know if a hurricane will come our way. But we do know that we need to be prepared. Our communities are no strangers to hurricanes, therefore we cannot become complacent. As an Emergency Manager, I urge the residents and business owners of this great community to get prepared, form a plan, and stay informed during the 2010 Atlantic Hurricane Season.

Each year, hurricanes threaten the safety of Floridian families in coastal and inland communities. These powerful storms can cause heavy rainfall, high winds, tornadoes, and storm surges, which can bring severe flooding, power outages, damages to homes, businesses, and loss of life. Awareness and preparation are critical to surviving and recovering from hurricanes. Disaster preparedness is an individual responsibility.

ARE YOU READY?

Meteorologists and forecasters have predicted an above average Atlantic hurricane season. The National Oceanic and Atmospheric Administration (NOAA) is projecting a 70 percent probability of the following: 14 to 23 Named Storms (top winds of 39 mph or higher) 8-14 Hurricanes (top winds of 74 mph or higher), of which 3 -7 Major Hurricanes (Category 3, 4, or 5; winds of at least 111 mph). The numbers seem overwhelming. However, it is important to remind ourselves that it only takes one storm to cause loss of lives and property damage.

It is critical to include your family or business in developing an emergency plan, ensure that you have a disaster kit in place, and when a system is approaching, please stay informed. This is the time to prepare. This is the time to get ready. This is the time to check on your neighbor and the time to spread the word in your community. The safety of your family and business depends on you taking responsibility to prepare.

For more information please visit the City of Orlando Emergency Management website: www.cityoforlando.net/emergency.

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Healthcare And Business


Contrary to popular belief, health-care reform does not actually require all employers to offer health insurance to their employees.

Instead, the new reforms use financial penalties to encourage employers to offer affordable health insurance coverage. Specifically, beginning in 2014, employers who have at least 50 full-time employees and do not offer health insurance may be assessed a fee of $2,000 for each full-time employee (excluding the first 30 employees) if at least one employee is receiving a premium credit. (A premium credit can be used by eligible individuals and families who purchase health insurance through state-based exchanges to reduce the premium cost).

Even employers who do offer coverage may face a fee if at least one full-time employee is receiving a premium credit. The fee is either $3,000 per employee receiving the credit or $2,000 for each full-time employee, whichever total is less. Employers with fewer than 50 full-time employees are exempt from these fees. But employers with 200 or more employees must automatically enroll employees in health insurance plans offered by the employer. The employee may voluntarily opt out of the employer’s plan.

In addition, employers that offer employee health insurance must offer a free choice voucher to employees who elect to enroll in a state-based American Health Benefit Exchange plan. The value of the voucher is equal to the amount the employer would have paid to cover the employee under the employer’s plan. Employees may enroll in an Exchange plan if the employee’s income is less than 400% of the Federal Poverty Level (FPL) and the employee’s cost to participate in the employer’s plan is between 8% and 9.8% of the employee’s income. The voucher can be used to offset the employee’s cost to participate in the Exchange plan.

As an incentive for small businesses to offer employee health insurance, from 2010 to 2013, employers with 25 or fewer full-time employees with average annual wages less than $50,000 may be eligible for a tax credit of up to 35% of the employer’s total premium cost. Beginning in 2014, small businesses that buy insurance through state Exchanges for their employees may receive a credit of up to 50%. In either case, the credit decreases as the number of employees and average annual wage increases.

By 2014, in an effort to promote wellness and decrease health insurance costs, employers will be able to offer employees rewards, such as premium discounts and added benefits, for participating in wellness programs and meeting certain health-related standards. The value of the

In March of 2010, President Obama signed two pieces of legislation into law, implementing the most pervasive health-care reform

since Medicare. Many of the reforms that relate to business and employers don’t take effect until 2014. Here are some of the important

highlights of healthcare reform from the perspective of employers and businesses.

Employer incentives

Health insurance not required but encouraged

by Conrad SantiagoHEALTHCARE REFORM:

HOW DOES IT AFFECT BUSINESSES?

MARCH 2010Reform bill becomes a lawRulemaking begins

Late 2010Insurance reform for children (only): dependent coverage to age 26, ban on denials for pre-existing condition, no lifetime limits.

2013Independent Medicare Payment Commission forms to recommend payment systems

2014Medicaid expands to 133% of poverty (from 100%); includes men.

Insurance reform for adults

Individual and business coverage mandates begin

Premium subsidies and share-of-premium caps for families up to 400% poverty

Non-compliance penalties for individuals and businesses

Ste Insurance Exchanges open

HEALTHCARE REFORM TIMELINE

rewards can equal as much as 30% of the cost of coverage and may even reach 50% in some cases.

Employers who provide insurance for retired employees who are over age 55, but not yet eligible for Medicare, may receive reimbursement for 80% of retiree claims between $15,000 and $90,000. This temporary reinsurance program begins in 2010 and is available until 2014.

On the other hand, employers who currently receive a tax deduction for Medicare Part D drug subsidy payments will see that deduction eliminated in 2013. Small businesses with up to 100 employees may be able to purchase health insurance through state-based Small Business Health Options Program (SHOP) Exchanges by 2014. The Exchanges will offer at least four benefit categories of plans based on covering an increasing percentage of benefit costs.


Economic gardening, the underlying economic model that stresses business creation and expansion, has

gained a foothold in Florida thanks in large part to a coordinated effort from Central Florida economic development leaders who view local entrepreneurs as the key to economic growth and prosperity.

When the town of Littleton, Colorado, faced a potential economic disaster in 1987 due to layoffs of thousands of people by the community’s major employer, the crisis strained the resources of local residents and businesses and threatened to undermine the community’s overall tax base. Staring into a dark abyss, community leaders disregarded conventional economic development wisdom and chose a divergent strategic path.

Instead of seeking a quick fix to replace lost jobs by offering relocation incentives and tax breaks to firms outside the region — an approach known as “economic hunting” — they embraced an alternate, long-term entrepreneurial strategy designed to generate new jobs from the community’s existing base of businesses.

This approach, which became known as “economic gardening,” yielded remarkable results. During the 15-year period from 1990-2005, Littleton saw a 136% increase in the number of net new jobs, outperforming Denver Metro, the state of Colorado and the entire nation by a significant margin. Economic gardening proved to be a successful paradigm shift, as well as a burgeoning alternate strategy in the arsenals of economic development commissions across the nation.

When Florida Governor Charlie Crist went against conventional economic wisdom and — during an emergency budget-slashing session this past January — pushed through an economic development pilot program that called for money to be spent on preferred small-business loans and entrepreneurial support services, it marked a bold and significant leap toward adopting economic gardening as a model for the state.

The impetus for the state legislative action, however, started in Central Florida years ago with the efforts of a handful of

pro-entrepreneur advocates who have understood the importance of “fertilizing” homegrown businesses and reaping the benefits of a strong harvest.

The New Buzz Phrase

Ray Gilley, president and CEO of the Metro Orlando Economic Development Commission (EDC), stresses that the EDC has always incorporated economic gardening as part of both an inside-out and outside-in economic development strategy. “We’ve always tried to create a balance between recruitment and retention and growth,” he explains. “Both the attraction of out-of-market companies into Metro Orlando and the retention and growth of companies already within this market are vital to the regional growth process.”

The EDC is part of a particularly strong infrastructure in Central Florida that supports entrepreneurship, business growth, new-industry development and recruitment in the region, but the recent buzz associated with economic gardening lies in how its basic philosophy syncs with

By Jack Roth

The practice of nurturing homegrown companies as an economic development strategy requires foresight and patience.HARVEST TIME

Cover Story


the current economic climate. “A focus on existing companies is more practical right now, especially when cities and states have limited economic funds,” explains John Fremstad, vice president of BE&K Inc. and former vice president of the EDC. “You can spend limited funds on your own entrepreneurs, and the benefits will trickle down to other areas within the community.”

In fact, a tough economy isn’t the only reason to consider an inside-out economic growth strategy. Globalization, the impact of the Internet, rapidly changing technologies, and the emergence of new, fast-growth overseas economies are forcing wholesale economic change across the United States, making business expansion programs more important than ever. Despite this, many cities and states still focus on recruitment, not expansion. So why is Central Florida, and now the entire state, so ahead of the curve?

The answer: an infrastructure geared toward an entrepreneurial growth continuum and the presence of forward-thinking individuals.

A Perfect Fit

No region can be truly successful at economic development without local universities and colleges that offer the curriculums, mentoring and internship programs that help create and retain home-grown talent. This is true in Central Florida, where the University of Central Florida (UCF), Rollins College, Stetson University, three top-rated community colleges and other institutions offer the tools necessary for eager young talent to blossom.

Take the UCF Business Incubation Program, for example. Opened in 1999, it has served more than 90 emerging companies that have generated more than 900 new jobs and more than $200 million in annual revenues. This community partnership provides early-stage companies with the tools, training and infrastructure needed to create financially stable, high-growth enterprises.

“Growing is our main role, which hopefully leads to maintaining,” says Tom O’Neal, associate vice president for Research and Commercialization at UCF and founder of the incubator program. “These young

companies are run by individuals who have the intent and wherewithal to grow, so we help reduce the risks by being coaches and mentors.”

The university has a built-in network of advisors, in the form of professors, who are familiar with the particular issues associated with various industries. It also nurtures the region’s future workforce. “We help these companies write grants so they can get money, and we connect them with graduate students who work with the professors to write the proposals,” O’Neal explains. “So when they graduate, they get jobs with these companies. It’s a good expansion model. We have many highly skilled graduates currently working on projects with incubator companies, so

we’re parlaying this local talent into the region’s

e c o n o m i c growth.”

At the Rollins College Center for Entrepreneurship at the Crummer Graduate School of Business, the goal is to provide the best possible training for its MBA students. The Center provides seminars, workshops, mentoring programs, internships and speakers, many of which are open to the public and all of which promote the retention of MBA talent.

“Economic gardening is the foundation of what we are working to accomplish through the Center,” says Cari Coats, interim executive director. “We help our students successfully start and grow their own businesses. We also network with entrepreneurs in the region who are looking to grow their businesses and offer them access to resources and programs that will foster successful growth.”

Cover StoryAs a partner with UCF and five other Florida institutions, the Center for Entrepreneurship hosts the annual New Ventures Business Plan Competition, which has resulted in the creation of viable businesses that contribute to the economic vitality of Central Florida. The Center also partners

with the Athena Powerlink Program, a national organization that provides

panels of volunteer business experts who advise female

business owners on important issues

that can help t h e m

a c h i e v e g r o w t h

and further success.


The Center’s inclusion as part of a partnership that includes the Orlando Regional Chamber of Commerce, Center for Entrepreneurship and Innovation at UCF, and the Disney Entrepreneur Center secures its role as one of the many entrepreneurship-focused organizations working in concert to create one of the best regional entrepreneurship systems in the United States.

The Florida High Tech Corridor Council (FHTCC), under the guidance of president Randy Berridge, partners with various Central Florida institutions to attract, retain and grow high tech industry and to help develop the workforce to support those industries in the 23-county service areas of UCF, the University of South Florida (USF), and University of Florida (UF).

“The Corridor Council plays an integral part in providing services to high-tech companies, many of which wind up becoming second-stage growth companies with often limitless capacity to provide jobs and wealth for the region,” says Ed Schons, director of Economic Development at UCF.

Additional support for regional entrepreneurs comes courtesy of the Disney Entrepreneur Center, which has become nationally recognized for small business development and provides a variety of services such as free business coaching, networking functions, a resource library, access to video conferencing and more. “Whether an entrepreneur is just considering starting a business, or a seasoned business is seeking tools for growth, the 10 separate business organizations located at the Center can accelerate the process,” says Jerry Ross, executive director. “Our region is very entrepreneurial and we are very good at assisting the start-up/first-stage ‘main street’ businesses. By supporting and accelerating these start-ups into second-stage businesses, we are supporting the economic gardening concept of growing companies and, in turn, growing jobs.”

There is no doubting that a strong infrastructure exists in Central Florida to educate, create and retain start-up businesses, but it is during the crucial next step in a company’s growth cycle when support gaps often exist and many regions fail to fill them. Ross emphasizes second-stage growth companies as essential to economic development, and, in fact, they are the critical focus of economic gardening. It became clear to Ross that economic gardening could be an initiative worth considering for Central Florida when he read the 2006 Report to the President on The Small Business Economy, written by Orlando-based economic development researcher Steve Quello.

“Steve has brought his knowledge and research on economic gardening to Central Florida because of the fertile ground of high-tech, biotech, and entrepreneurial capital present here,” adds Ross. “It only makes sense that a region that is so engaged and supportive of economic development would be at the forefront of this type of initiative.”

Second-Stage Growth

To Quello, who has been studying entrepreneurship and economic growth for more than a decade, economic gardening is more than a metaphor. It is a critical part of a broader economic development story associated with the continuum of

entrepreneurship. There is a leverage point, he suggests, where communities can do better faster if they invest the right way. “With limited resources, communities have to allocate resources strategically, and in times like this, industrial recruitment is not as effective as supporting expansion programs targeting resident businesses. Most jobs are created and sustained over time by the creation and expansion of local companies. The message of economic gardening is to allocate resources more effectively, by focusing on the stage-specific needs of high growth/high potential second-stage companies.”

The bracket typically used to describe second-stage growth companies is 10 to 99 employees and $1 million to $50 million in revenues. In this space, says Quello, if a community can cultivate the right environment and offer stage-specific support, they will generate the best return. Historically, he adds, the majority of public sector resources have flowed to supporting first- and fourth-stage companies, but entrepreneurs are not equally productive. Only a small subset of first- and second-stage companies have the desire and capacity to become truly high-growth enterprises. The goal of economic gardening is to recognize and support stage-specific needs of these high achievers in order to generate a greater return, no matter the industry sector.

The Edward Lowe Foundation, based in southwest Michigan, was created to enhance entrepreneurship and economic growth across the country. Mark Lange, the executive director, has known Quello for 10 years, and together they have worked to better understand how to recognize and support second-stage growth companies. “Steve is our man on the ground in Central Florida,” he says. “He introduced me to Tom O’Neal four years ago, and I quickly realized what a great infrastructure Central Florida already had in place. We simply began to provide the data and new ways of thinking to key support people, and Steve became an advocate for these ideas in the region.”

Acknowledging that UCF was way ahead of the curve with its incubator program, Lange and the Foundation licensed its PeerSpectives Program to UCF. O’Neal was quick to embrace it as a “graduate program” for his incubator companies. PeerSpectives is a peer-to-peer, learning and problem-solving program based on the best practices of CEO peer-learning programs across the country. Quello worked in concert with the Edward Lowe Foundation to study, design and implement the program nationally.

In essence, second-stage CEOs meet in a roundtable setting once a month to discuss issues relevant to their businesses. The entrepreneurs decide what topic to discuss at the meeting. In launching this program, Quello also served as a facilitator, and has developed a mentoring program that goes hand-in-hand with PeerSpectives, in which third-stage CEOs give advice to second-stage CEOs.

This supportive and proactive infrastructure has allowed Central Florida to overcome the most common hurdles associated with recognizing second-stage growth companies.

“Most communities have a hard time finding them because they just don’t know who they are, but Central Florida can target them easily because they’ve already been part of the continuum process

Cover Story


from the first-stage growth programs already in place,” explains Lange. “I’m really looking forward to seeing how this works out long-term for Florida now that initial funding from the state is in place. I can see using Florida, and Central Florida specifically, as a blueprint when taking economic gardening to other regions of the country.”

At the core of all this, stresses Quello, is the entrepreneur. “They create the jobs and wealth that drive the economy. That’s the message here — being entrepreneur-centric allows Central Florida to be more productive and competitive in an increasingly “flat” world. Striking the appropriate balance of investment in entrepreneurship and innovation offers the only truly sustainable economic development strategy.”

Signs of Second-Stage Growth

A major principle of economic gardening states that high growth/high potential companies are critical to inside-out economic development. They can be of any size but are ideally bracketed between having 10 to 99 employees and $1 to $50 million in revenue; established companies operating at a stage beyond start up or early development. Most importantly, second-stage companies are particularly strategic.

This article originally appeared in the issue of Texture magazine and has been reprinted with permission of the publisher, the Metro Orlando Economic Development Commission (OrlandoEDC.com).

The Edward Lowe Foundation describes the second stage of business development as a point in the business life cycle when the casual ad hoc methods of entrepreneurial ventures begin to fail. It is a stage when the complexity of employing an increasing number of workers and the related regulatory compliance issues begin to exceed the span of control of one owner or CEO. At this stage of business development, more formal systems and processes may be required to effectively manage the business if it is to sustain or accelerate its current rate of growth to the next stage of business. These companies have moved from where the founder is owner, operator, manager, innovator — all in one — to an operation organized around specialization and more formal organizational structure. This is an inherently fluid stage of business development that requires support to be available in “just-in-time” fashion. “They require high-maintenance and are often difficult to get a handle on,” says Mark Lange, executive director of the Foundation. “We often liken second-stage growth companies to a child’s terrible twos. It’s a tough growth period that requires specific support and understanding.”


Marketing

By Hernan TaglianiAN INVESTMENT FOR SUCCESS

While the economy shows signs of improvement, well established companies are concerned about their future in the market. Based on a survey conducted by Discover Financial last April, approximately 60% of business owners think market conditions will get worse in the next 6 months.

In times of crisis it is important to maintain the image of your product in the market. Many companies, including small business owners, cut back or completely halt their advertising efforts during difficult times. These companies see advertising as an expense, not as an investment.

Many business owners reduce their advertising budgets since it appears to be the easiest way to reduce expenses. Studies show those brands that reduce their advertising are more likely to lose brand-positioning in the market which will ultimately result in lost sales. It is estimated that when a company stops advertising efforts the effect in lost or a decline in sales is felt for the next three to five years.

In times of crisis, it is crucial to be creative in how you invest your advertising budget. Through the employment of creative tactics such as referral programs, a company can achieve increased

promotion and increased demand for their products or services as existing clients, who know the brand well, serve as credible sources vouching for and endorsing the product through their business and personal interactions with qualified individuals or groups. The strength of referral programs lies in their cost-effectiveness and personal testimonials of your current clientele.

Promotional campaigns, referral programs, direct mail campaigns, social media, and Internet campaigns play a large role in times of crisis. However, it is also important to keep the presence of your brand in the market through traditional media even if the frequency is low due to budget restrictions.

As soon as your client base increases, it is important to allocate between 10 to 15% to advertising and marketing budgets. Keep fluid communication with your current and new clients. Research the market and create a marketing plan where you can establish your vision and determine your goals, tactics and strategies.

The best advertising is not only the one that increases sales, but one that leaves an impression in the consumers’ minds for many years – prompting them to promote your product without even thinking about it!


There are many reasons why employees leave organizations, some of which can be traced to certain business fundamentals. Employees tend to leave within the year when there is a disparity between the job’s required skill-set and that of the individual – often a consequence of poor recruiting. Employees also leave when promises are broken. For example, if a company touts itself as a “family first” company, when in reality it expects 60-hour work weeks and no vacation time. Over time, people also leave because of poor career advancement opportunities; a circumstance that can be avoided with good development programs.

Poor leadership is another key reason that good employees leave organizations. This can be manifested in the individual traits of a manager or supervisor, but it can also be a function of whether the organization as a whole has a good leadership culture.

The challenge we face is this: do we take stock for poor leadership or do we blame other factors such as the economy, employees, or government when we do not succeed? There are clearly external factors that affect organizational performance, but we tend to look outside first when we should be looking in, to what we as leaders can do better.

Human Resources

By Robert NewlandLEADERSHIP AS A COMPETITIVE STRATEGY

When we think of leadership, we must ask:

• Do we have a philosophy that permeates throughout the organization?

• Do we have a system to effectively evaluate our man-agement team’s leadership ability?

• Do we invest in leadership development?

• Are talent management practices (hiring, compensa-tion, succession) aligned to leadership competencies?

If you answered no to many of these questions, you are not alone. Leadership is a concept that eludes many organiza-tions and is often confused with public speaking ability or charisma, traits we tend to think we don’t have or can’t get.

Let’s disperse the fears by understanding what leadership is. Peter Drucker, the father of modern management and advisor to many of the most successful leaders, states:

• “True leadership is not about speeches or being likeable. It is about obtaining results.”

• “No organization survives if it needs geniuses and superhe-roes to lead it.”

• “Managing is about doing things right; leading is about doing the right thing.”

By having a strategy, execution plan, talent management and talent development in place, you will have a foundation in becoming a bet-ter leader and a “leadership-driven” organization.

Here are some other fundamental traits you may find helpful that are associated with leadership.

• Place CUSTOMERS at the center of their business models• Create organizations of real LEARNING• Focus on SOLUTIONS• Prepare for continuous CHANGE• Maximize the potential of all EMPLOYEES• Create a culture focused on PERFORMANCE• Learn from the COMPETITION!


From Work To Play

By Marilen MarnettFUN IN THE GULF

In light of the recent oil spill in the Gulf of Mexico, there is no better time than the present to support our beachside communities. Our west coast neighbors, St. Petersburg and Clearwater, have an array of beautiful beaches where the possibilities for fun and recreation are endless.

Looking for an adventure? Check out Anclote Key Preserve State Park. One of the last undeveloped barrier islands on the west coast of Florida, there are no bridges or ferries to transport visitors to this island oasis, so you would likely have the place to yourself. Camping is permitted on the north end of Anclote, so bring a tent and sleeping bag and make the trip an overnighter.

Windsurfing enthusiasts should visit Fred Howard Park on the Intracoastal Waterway in Tarpon Springs. This little treasure is unknown to most people except the locals and a dedicated gang of board sailors who find this the best place to windsurf on the west coast of Florida.

If you want to include your four-legged friend in your getaway, then Honeymoon Island State Park, a few miles to the south of Fred Howard Park, is a great place to let them play in the surf. Nature lovers will find osprey nests, a wide variety of

shorebirds, and one of the few remaining virgin slash pine forests in South Florida. The park also boasts several nature trails and bird observation areas.

Just a short ferry ride away from Honeymoon Island is Caladesi Island State Park. This barrier island with a three-mile beach rated the best in the nation by Dr. Beach. Wade, swim or fish in the

warm blue waters of the Gulf of Mexico or just relax on your boat in the 108-slip marina.

For some family fun, head out to Clearwater Beach, with its face painters and jugglers on Pier 60. The concession stands are top-notch, and if you’re looking for a little action, there’s no better place to find a pickup game of touch football or beach volleyball.

Just across Clearwater Pass, Sand Key Park is seldom crowded, which means there is ample room for sandcastle construction and shell collection. When the water is too rough for swimmers, the lifeguards “red flag” a small section of beach at the north end for surfers.

Madeira Beach is on the north side of John’s Pass. After the beach, visit John’s Pass Village and Boardwalk. This cozy fishing village has tempting restaurants and unusual shopping. You will find quaint shops that offer antiques, arts, crafts, clothing and jewelry.

If a beach with what seems like an unlimited number of options interests you, then you should visit Fort De Soto Park, a five-island, 900-acre recreational paradise. A paved trail runs the

length of the park, which makes this the best place to ride a bike or inline skate on the coast, and there are also great places to fish.

With a seemingly limitless number of grills, picnic tables and shelters, Fort De Soto can’t be beat for family picnics. Fort De Soto Park was named America’s Top Beach for the second consecutive year by TripAdvisor, the world’s largest online travel community. Citing a “spectacular combination of soft white sand, calm, clear water and a laid-back atmosphere,” the popular online travel network put the park’s North Beach at the top of its annual best-of list, based on TripAdvisor’s Popularity Index.


©Disney 2010

HHSFMO is the largest non-profit organization in Central Florida dedicated to providing scholarships to Hispanic students pursuing a college or university degree.

This year, we have once again pledgedto award $100,000 in scholarships.

Corporate sponsorships are now available from $800 to $10,000.

To lend your support, please visit:

Where Diversity Means Businesswww.minoritybusiness.wdwpublicaffairs.comThe Walt Disney Company and its subsidiaries and affiliated companies are equal opportunity employers. We draw creativity from diversity. ©Disney 2010

www.HispanicHeritageScholarshipFund.orgPlease mark your calendar for this year’s Gowns and Guayaberas Gala at Walt Disney World on October 23, 2010 where over $100,000 in scholarships will be awarded to the 2010 Hispanic Heritage Scholarship Fund Honorees.

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