jg-tc comdot

Hometown

BusinessShop

BuyLOCAL

LOCAL

A Special Supplement to the

June 2010

Participate In OurReader Contest!PRIZES TOTALING OVER $150

2 � Buy Local Shop Local: Hometown Business - June 2010 Journal Gazette & Times-Courier jg-tc.com

Cultivating Relationships Key for Small Business Owners . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . .4Card’s has been dealing in appliances for 40 years . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . .5The Good and Bad of Franchise Businesses . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . .6SCORE Offers Top 10 Secrets for Small Business Success in 2010 . . . . . . . . . . . . . . . . . . . . . . . . . . .7Hung Up On Local Business . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . .8A Message from the Mattoon Chamber . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . .9Boomers and Business Start-Ups . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . .9Bike & Hike is focused on community relationships . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . .10Marketing in a Weak Economy: A Dozen Ideas . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . .11Reasons to shop at locally owned businesses . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . .12Small Businesses Are Important Players in U.S. Business and Job Growth . . . . . . . . . . . . . . . . . . . . .12Shopping Local Helps the Planet . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . .13Business-owning Households More Likely Than Others to Have Higher Income and Wealth . . . . . .14Small Biz Stats & Trends . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . .15Ten Great Reasons to Shop Local . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . .16Where Do Jobs Come From? New Analysis of Job Gains and Losses from the Office of Advocacy . . .1750 years serving Effingham . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . .195 Tips for Effective Business Planning . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . .19Location Does Matter: Entrepreneurs Create Economic Growth Across State and County Lines . . . .19

100 Broadway Ave • Mattoon, IL 61938(217) 235-5656

Connie Anderson, Classifieds . . . . . . . . . . . . . . . . . . . . . . . . .238-6828Karen Collier, Classifieds . . . . . . . . . . . . . . . . . . . . . . . . . . . .238-6821Shannon Davis, Senior Sales Consultant, Mattoon . . . . . . . . .238-6831Brad Harren, Charleston/Arcola . . . . . . . . . . . . . . . . . . . . . . .238-6834Patti Lewis, Auto & Real Estate . . . . . . . . . . . . . . . . . . . . . . . .238-6832Melody Parks, Mattoon/Sullivan . . . . . . . . . . . . . . . . . . . . . . .238-6837John Leonard, Arthur/Effingham . . . . . . . . . . . . . . . . . . . . . . .238-6838

Carl Walworth - PublisherTammy Jordan - Ad Director

Advertising: To place a display advertisement, call (217) 238-6841 between 8 a.m.

and 5 p.m. weekdays or email advertising@jg-tc.com

To place classified advertising, call 238-6828 or 238-6821 between 8 a.m. and 5 p.m. weekdays.

Features

Graphics: Tara D’Arcy, Brian Miller, Michelle Rappuhn & Susan Young

Buy Local Shop Local: Howntown Business

Reader ContestPrizes:

$50 Gift Certificate to True Value Hardware (Charleston & Effingham)$50 Gift Certificate to The Picket Fence$25 Gift Certificate to Goldies Front Porch, $25 Gift Certificate to Lee’s Famous Recipe $20 Gift Certificate to 3W Meats$20 Gift Certificate to Rhoadside Custard

Instructions:Answer the 30 questions about the local businesses below. The answers are hidden throughouttheir advertising within this special section. Find each answer and list on the entry form, thenbring or mail to:

100 Broadway Ave. • Mattoon, IL 61938

Entries must be received by Monday, June 14.Winners will be announced in the Journal Gazette & Times-Courier Wednesday, June 16th.

Must be 18 years or older to win. Winner is responsible for all applicable state and federal taxes. No purchase is necessary to win. All contest rules and decisions are final. Employees and immediate family members of The Journal Gazette/Times-Courier are ineligible. Journal Gazette/Times-Courier independent contractors and their immediate family members are not eligible.

Name:_____________________________ Phone:________________ Age:______

Address:_______________________ City:_____________ State____ Zip:______

1. Gowin Parc located in Mattoon and ___? _____________________2. What is the owner's first name of Sanders and Co.? ______________________3. What breed of dog does Kieffer's K-9 foster? ______________________4. How many locations does McHugh's have? ______________________5. What is West & Company's website address? ______________________6. What Free Upgrade can you get at Walden's? ______________________7. What are the Owners names at Lee's Famous Recipe? ______________________8. Rhoadside Custard is across from what park? ______________________9. What is Merle Norman's Phone Number? ______________________10. How many years has The Picket Fence been in business?____________________11. What year did Card's Appliance open? _____________________12. At Leisure Pools it is "As Easy As___"? _____________________13. Who do you call at The Floor Show? _____________________14. Burger King is "Still Going and Still ___"? _____________________15. Cellular One has been your what for 19 years? _____________________16. How much is High Speed Internet through Consolidated Communications? _______

17. What does the last 4 digits in Battery Specialist phone number spell? ___________18. Nick & Stacey's House of Paint custom makes each interior stain from an ___ ? ________19. 3W Meats provide locally raised ___ and ___? _______________20. How many varieties of cheese does Goldies Front Porch carry? _______________21. In what year was Cooley's established? _____________________22. At Hi Def Communications HD is FREE for ___? __________________23. What year did Family Health Foods open it's doors? _____________________24. Who owns True Value? _____________________25. How many people can be seated in Lincoln Garden Restaurant's dining room? _____26. Hackett's Carpet Care was formally ___? _____________________27. Twice Is Nice is Charleston's "___" Department Store. _____________________28. Paap Auto Body sets the "___". _____________________29. How much does Double Hammer charge for a Windows Tune Up/Virus & Spyware

removal? _____________________30. Charleston Appliance treats all customers with ___? _____________________

jg-tc.com Journal Gazette & Times-Courier Buy Local Shop Local: Hometown Business - June 2010 � 19

Location Does Matter: Entrepreneurs Create Economic GrowthAcross State and County Lines

50 years serving Effingham

WASHINGTON, D.C.– Entrepreneurialactivity in one U.S.county or state oftenreflects similar activityin neighboring jurisdic-tions, according to ananalysis of geographicand other patterns innew business forma-tion across the UnitedStates. The study, NewBusiness Clustering inU.S. Counties, 1990-2006, by Larry A.Plummer, sheds lighton business activityrelated to levels of edu-cation, industry, eco-nomic growth patterns,and geography. Thereport uses 1990-2006business startup andclosure data from theCensus Bureau’s Sta-tistics of U.S. Business-es.

“State and local poli-

cymakers are continu-ally looking for ways togenerate new business-es, industries, jobs, andeconomic activity,” saidActing Chief Counselfor Advocacy Susan M.Walthall. “The bigquestion is always howand where new busi-nesses are most likelyto grow. This researchprovides some impor-tant clues to the rela-tionships betweenbusiness startups andvarious underlying fac-tors in industries andacross counties andstates in the UnitedStates.”

The study offers anumber of insightsabout new businessclusters, among them:

· As expected, popu-lous counties—LosAngeles, Cook (Chica-

go), and New York—have the highest levelsof entrepreneurialactivity.

· The nation’s interi-or and northwesterncounties—especially instates like Colorado,Utah, and Washing-ton—tend to have thehighest firm birthrates and levels ofentrepreneurial activi-ty.

· Retail trade has thehighest rate of newfirm births, followed bylocal market indus-tries.

· High technology isthe only industry sec-tor specifically favoredin counties with accessto an educated work-force and a localresearch and develop-ment structure.

· New startup rates

in high technology aretied to startup rates inbusiness services, anindication that busi-ness service firms mayform in response tohigh tech entrepre-neurial activity.

· Higher unemploy-ment is correlated withhigher firm birth ratesexcept in the businessservices industries—anindication that busi-ness service firmsdepend on the successof other firms.

The Office of Advoca-cy, the “small businesswatchdog” of the feder-al government, exam-ines the role and statusof small business in theeconomy and inde-pendently representsthe views of small busi-nesses to federal agen-cies, Congress, and the

President. It is the

source for small busi-

ness statistics present-

ed in user-friendly for-

mats, and it funds

research into small

business issues.

For more informa-

tion and a complete

copy of the report,

visit the Office of

Advocacy website at

www.sba.gov/advo.

The Office of Advocacy of theU.S. Small Business Adminis-tration (SBA) is an independ-ent voice for small businesswithin the federal government.The presidentially appointedChief Counsel for Advocacyadvances the views, concerns,and interests of small businessbefore Congress, the WhiteHouse, federal agencies, federalcourts, and state policymakers.For more information, visitwww.sba.gov/advo, or call(202) 205-6533.

Information provided by theEffingham Chamber

For over 50 years, adowntown businessorganization has beenactive under theumbrella of the cham-ber, working with thebusiness owners togain more exposure fortheir businesses andpromoting activitiesthat bring people intoour downtown area.

We have had a suc-

cessful community gift

certificate program for

about 10 years. It has

been on hiatus for the

past year as we've

worked to revise the

program and will soon

be re-launching it in

the community. It has

always generated near-

ly $100,000 annually in

dollars circulated into

local businesses.

5 Tips for Effective Business Planning1. Clearly define

your business idea andbe able to succinctlyarticulate it. Knowyour mission.

2. Examine yourmotives. Make surethat you have a pas-sion for owning a busi-ness and for this par-ticular business.

3. Be willing to com-mit to the hours, disci-pline, continuouslearning and the frus-

trations of owningyour own business.

4. Conduct a compet-itive analysis in yourmarket, includingproducts, prices, pro-motions, advertising,distribution, quality,service, and be awareof the outside influ-ences that affect yourbusiness.

5. Seek help fromother small business-es, vendors, profession-

als, government agen-

cies, employees, trade

associations and trade

shows. Be alert, ask

questions, and visit

your local SCORE

office.

Brought to you by

SCORE, America's

small business men-

tors, at www.score.org.

Ask SCORE

Your Premiere Memory Care Community

Gowin Parc is a memory care community specializing in walks, talks, hugs & love.

For more information, please call or stop by for a free orientation tour at either location

“The comfort of a PROMISE kept”

Specialists in Alzheimer’s and dementia care

“Individuals are lost in the medical care models present now,” said Theresa Gowin, who has worked in health

care for more than a decade. “It doesn’t have to be that way. There’s got to be something different… and that is

what we feel we have created.

“It’s important we get to know the families of our residents. The family members

know the resident as much as anyone.” This helps Gowin Parc customize its care for

Alzheimer’s residents. Staff members work with a small group of residents each day.

The plan is to get the residents in a daily routine in order to maximize their abilities. The

focus is on the patient’s needs so the schedules and programs work for them.

At Gowin Parc we focus on abilities rather than disabilities. Activity is a key component of that philoso-

phy. Something as simple as folding laundry can help those with Alzheimer's feel at ease and reassured.

Gardening, exercise, crafts, baking, and music programs serve to stimulate memory and self-expression.

Gowin Parc opened its doors in 2006 as a way to help Alzheimer’s and dementia sufferers and their loved

ones with treatment and information on the disease. Just 2 year later, in 2008, Jason and Theresa Gowin decided

to expand their residential care center adding more rooms and a community room.

The new building includes four corner rooms to accommodate married couples. Sometimes, elderly couples

coping with dementia affecting one spouse must separate due to traditional care facility limitations. This way they

can still live together at Gowin Parc, the owners said.

In 2009, Gowin Parc became a provider of the Memory and Aging Network at Southern Illinois University School of

Medicine’s Center for Alzheimer’s Disease and Related Disorders. With the closing of the SBLHC adult day care program in

2009, Gowin Parc added our Adult Day Care program that is available for “anyone who just needs assistance during the day” said

owner Jason Gowin. A second memory care facility opened in the spring of the same year in Pana.

What’s new at Gowin Parc? The Gowin Parc Public Library. Here anyone can get information in a number of ways: printed

informational flyers, books to ‘borrow,’ a computer to do online research, and our staff is available to answer questions.

We have found that many people are under the misconception our services are more expensive than a nursing home. We are

less expensive than you think. Did you know United States veterans and their surviving spouses may qualify for assisted living

benefits? When faced with the realities of today’s economy, it helps to know that you have options to support paying for care.

Gowin Parc has two financial consultants on staff to help guide you to a financial solution.

At Gowin Parc, we never forget that individuals with Alzheimer's are individuals first, with unique backgrounds, personalities and

interests. Moreover, the progress of memory loss varies in everyone, so that a level of care which is exactly right for one person might

infringe upon the rights of another.

We tailor the care of each of our residents to his or her wants and needs. This highly personalized program is made possible by our small

size and unusually high staff ratio.

Our philosophy of care is really quite simple. Focus on strengths, rather than weaknesses. Never stop trying to communicate. Be kind, always.

Theresa and Jason Gowin, Owners

Gowin Parc is your nursing home alternative for Alzheimer’s and dementia care

340 Rt 29 • Pana, IL217.562.3004

300 Lerna Road • Mattoon, IL 217.234.3003www.gowinparc.com

Our Services:• 24 Hour Care • Respite Care • Adult Daycare

• Memory Testing • Small number of neighbors per house

• Compassionate and highly qualified staff

• Person Centered Care / Individualized Programs

• SIU Memory Testing Center • Transportation

• Gowin Parc Public Library

Cultivating Relationships Key for Small Business Owners4 � Buy Local Shop Local: Hometown Business - June 2010 Journal Gazette & Times-Courier jg-tc.com

(MS) — While politiciansmight be wary of admittingit, the nation seems to be in,or at least headed toward, arecession. In April, realestate information firmRealtyTrac reported foreclo-sure filings spiked 112 per-

cent in the first threemonths of 2008, resulting in155,000 families losingtheir homes to foreclosureover that span.

While the housing crisisis definitely a concern, theprospect of a recession is

causing a stir in other areasas well. In the businessworld, a recession almostalways leads to layoffs.While it might seem asthough small businesswould suffer most in arecession, that’s not neces-sarily true. Analysts oftennote that the smaller thebusiness is, the more capa-ble it may be of surviving arecession. Unlike their larg-er counterparts that boast ahierarchy of employees andhigh overhead, small busi-nesses are often more flexi-ble. Also, small businessestend to have more personalconnections with their cus-tomers, a definite advan-tage when money startsgetting tight. Small busi-ness owners looking to cul-tivate those customer rela-tionships should considerthe following tips.

• Do whatever it takes tokeep customers satisfied.While it might be one-sided,customers are more likelyto share an unpleasantexperience with a businessthan they are a positive one.Consumer surveys notethat a person who has had a

negative experience with acompany will tell roughly10 people. During a reces-sion, consumers place agreater emphasis on gettingtheir money’s worth, sohearing a friend speak neg-atively about a local busi-ness could have a very neg-ative impact on that busi-ness’ chance to gain newcustomers. When money istight, small businessesshould emphasize toemployees the increasedimportance of satisfying allcustomers and keeping boththe regulars and any newclients as content as possi-ble.

• Increase trusted employ-ees’ decision-making power.If a customer has a questionbut the owner or manager isnot in, that could lead to alost customer. By givingtrusted employees thepower to make certain deci-sions, such as whether ornot to offer discounts onlarger purchases, smallbusiness owners could bekeeping customers theymight otherwise have lost.In addition, customers willrespect a staff that’s experi-

enced enough to have sever-al people capable of makingdecisions, and are morelikely to return as a result.

• Keep track of any com-plaints. While some cus-tomers seem born to be dif-ficult, it’s good to treat allcomplaints in the same wayand to keep track of all cus-tomer complaints or prob-lems. If the same complaintis brought up time andagain, it’s not an aberrationbut rather a trend. A nega-tive trend will result indiminished business evenduring boom times, andespecially during a reces-sion.A second element to keep-ing track of complaints isthe chance to develop aneffective means of com-plaint management. Cus-tomers often appreciate thepersonal touch smallerbusinesses offer, and thatincludes a more empatheticapproach to addressingcomplaints. Make your com-plaint managementapproach as personal aspossible.

• Image is important. Dur-ing a recession, many peo-ple cut back on their spend-ing. That said, when peopledo decide to spend money,they want to get the mostout of their money. A profes-sional appearance andimage makes a businessseem more credible. Discusswith employees how theyand their appearance areintegral to the company’ssuccess. Make sure facilitiesare clean and safe, andmake sure employees pres-ent themselves in a profes-sional manner, both in howthey speak and how theydress.

We are LocalWe are Family

235-3161Mattoon

345-3309Charleston

342-2740Effingham

The Floor Show Inc.1-800-926-1082

Visit Us Online: www.floorshow1.com

Call Patty Today $10 OFFAt www.jg-tc.com

The Floor Show is a family operatingbusiness with over 25 years of community service.

We service residental & commercial properties in:Mattoon, Charleston, Effingham, Champaign, Sullivanand Everywhere in between.

25+Years3W Meats

Welsh FarmsLocally raised pork and beef

Come In & Check OutOur Beef & Pork Specials

~Specials Change Weekly~

3809 Marshall Ave. • Mattoon, IL 61938 (217) 258-6327

Hours: Thursday & Friday 10am-5pm Saturday 10am - 2pm

jg-tc.com Journal Gazette & Times-Courier Buy Local Shop Local: Hometown Business - June 2010 � 17

Cory and his wife Charity.

Sanders & Co. Real Estate is embarking on their 6th year inreal estate as well as property management and rentals. Theoffice is located downtown Mattoon. Sanders and Co.owner, Cory Sanders, believes in the future of the downtownbusiness district.

Since its opening, Sanders & Co. has grown from 1 realtor to10 successful realtors and 3 fulltime support staff. Also,Sanders & Co. is now successfully managing over 350 properties in Mattoon and Charleston for various owners.

Cory Sanders and his wife, Charity, are life-long residents ofthe Mattoon area. Charity is a 7th grade Special Educationteacher with the Charleston school district. Cory began to

invest in this locale through the purchase of rental housing at a young age. Asthe broker/owner of a growing business in this community, he is looking forward to providing youwith high quality service and continued dedicationand loyalty.

SANDERS & CO. looks forward to assisting you TODAY!

Daughters, Flannery, 9, Piper, 4, andZealand, 2½.

1400 Broadway - Mattoon

Phone: 217.235.4848Fax: 217.235.1855

www.sandersandco.com

Where Do Jobs Come From? New Analysis of Job Gains and Losses from the Office of AdvocacyWASHINGTON, D.C.– Over a recent 15-yearperiod, small business-es created some 65 per-cent of the net new jobsin the private sector,according to conserva-tive estimates cited ina new report from theSBA Office of Advocacy.In An Analysis of SmallBusiness and Jobs,Advocacy economistBrian Headd notesthat many of the newjobs are in new busi-ness startups, but aneven larger share arein expanding firms ofall sizes—particularlymid-sized firms with20-499 employees.

“More and more,we’re finding that both

new startups and ongo-ing high-growth firmshave important roles toplay in the labor mar-ket,” said Acting ChiefCounsel for AdvocacySusan M. Walthall.“Fast-growing firmsscattered across theeconomy create a largeshare of jobs—andbecause no one can pre-dict which idea will bethe next to catch on, it’simportant to create anenvironment in whicha wide spectrum canstart up and expand.”

Advocacy’s analysisof the quarterlyBureau of Labor Sta-tistics data show thatover the 15 years from1993 to mid-2008, 31

percent of net job gains(jobs created minusjobs lost) came fromthe opening of newestablishments. Aneven larger share—theremaining 69 per-cent—were from ongo-ing firms of all sizesthat expanded. (Thesenet figures are basedon establishment open-ings minus closingsand establishmentexpansions minus con-tractions.)

The business cycle isan important factor inthe net creation or lossof jobs. In the currentdownturn, firms withfewer than 20 employ-ees began losing jobs asearly as the second

quarter of 2007. From2008 to the secondquarter of 2009, thesesmallest firms account-ed for 24 percent of thenet job losses, whilethose with 20-499employees accountedfor 36 percent; theremaining 40 percentof job losses were inlarge firms with morethan 500 employees.

The Office of Advoca-cy, the “small businesswatchdog” of the feder-al government, exam-ines the role and statusof small business in theeconomy and inde-pendently representsthe views of small busi-nesses to federal agen-cies, Congress, and the

President. It is thesource for small busi-ness statistics present-ed in user-friendly for-mats, and it fundsresearch into smallbusiness issues.

For more informa-tion and a completecopy of the report,visit the Office ofAdvocacy website atwww.sba.gov/advo.The Office of Advocacy of theU.S. Small Business Adminis-tration (SBA) is an independ-ent voice for small businesswithin the federal government.The presidentially appointedChief Counsel for Advocacyadvances the views, concerns,and interests of small businessbefore Congress, the WhiteHouse, federal agencies, federalcourts, and state policymakers.For more information, visitwww.sba.gov/advo, or call(202) 205-6533.

16 � Buy Local Shop Local: Hometown Business - June 2010 Journal Gazette & Times-Courier jg-tc.com

Ten Great Reasons to Shop LocalMoney SpentLocal StaysLocal. By

shopping locally, yousimultaneously createjobs, fund more cityservices through salestax, invest in neighbor-hood improvement andpromote communitydevelopment.

Local Busi-nesses Con-tribute to the

Community. Ninety-one percent of localbusiness owners con-tribute to their com-munity, includingschools, nonprofits andcommunity groups, byvolunteering and mak-ing donations.

Local Busi-nesses Pro-vide Jobs.

Small local businessesaccount for a largeshare of new jobs cre-ated each year and

locally based business-es provide some of themost stable employ-ment opportunities ina community. Theseemployees in turnspend in the localeconomy.

SupportingLocal Busi-ness Supports

Your Neighbors. Localbusinesses are generallyowned by people wholive locally and are partof our community.

Local Busi-nessesMaintain

Our Community’sUniqueness. Today’sworkers are choosingto settle in places thatpreserve their distinc-tive character. Ourcommunities havedozens of small busi-nesses that have beenin town for years, thuscontributing to thetown’s special quality.

Small Busi-nesses OfferUnique

Choices. Local busi-nesses offer shoppersunique products andservices. Independentshops create distinc-tive shopping experi-ences and respondmore quickly to theneed of local cus-tomers, stocking prod-ucts to meet thechanging populationneeds.

ReceiveExtra Atten-tion and

Quality Service.Research shows thatsmall business ownerscompete by focusing oncustomer service andquality goods. Localbusiness employeestake the time to get toknow their customers.

ShoppingLocal SavesYou Money.

Choosing to shop local-ly first saves you gasand travel time whichequates to moneysaved.

Lower Envi-ronmentalImpact.

Local businesses makemore local purchasesrequiring less trans-portation and help sus-tain vibrant, compactbusiness centers,which generally meanreduced sprawl, con-gestion, habitat loss,and pollution.

Entrepre-neurship.Local

entrepreneurship fos-ters economic innova-tion and prosperity.The success of locallyowned, independentbusinesses providesreal-life inspiration toour young people,proving that they canstay in the communityand prosper on theirown terms.901 Broadway • Mattoon, IL 61938 • 217-258-6364

Established 1989, 21 years in business

We Offer:Brighton Jewelry • Home Decor • Gifts

Wind & Willow • Gourmet Items�

New Items

1.

9.

10.

7.

2.

3. 4.

6.8.5.

Card’s has been dealing in appliances for 40 yearsjg-tc.com Journal Gazette & Times-Courier Buy Local Shop Local: Hometown Business - June 2010 � 5

By HERB MEEKERStaff Writer

MATTOON -- The onlybig boxes Chuck Cardcares about are thosethat hold the latest salesfrom his appliance store.

The owner of Card’sAppliance Sales & Serv-ice, 120 S. Ninth, once cutinto the cardboard boxesholding appliances whenhe was in grade school.Card’s is a family storethat has no intention tosuccumb to the “big box”stores anytime soon.

“Our customers knowwhen they come back fora new product they’ll seefamiliar faces here,” saidCard, whose business cel-ebrated its 40th anniver-sary last year. “Our mainphilosophy here is wetreat our customers likewe want to be treated.”

The business at a busycorner in Mattoon sellsmicrowaves, ovens,ranges, refrigerators,washers, dryers, freezersand services in commer-cial refrigeration andlaundry. There is a full-service department inthe store and delivery isoffered as well as instal-

lation of built-ins.Though it has not

always been Card’s, thebusiness has strong tiesto the family’s past. In1969, Chuck Card Sr.purchased Gamble’sHardware at 15th Streetand Broadway Avenue.The store, known asGamble’s, then sold hard-ware, toys, furniture andappliances.

In 1984, the businessmoved east to its currentlocation and Chuck Jr.took over as service man-

ager. Gamble’s ended andthe name changed toCard’s the next year.Card’s concentrated onelectronics and appli-ances from that point.

Then came the elec-tronics revolution thatchanged how televisionsand other devices weremarketed.

“We eventually got outof the electronics busi-ness because it becamemore of a throwawaymarket. When we could-n’t offer console televi-

sions everythingchanged. Most of ourclientele wanted a pieceof furniture not a bigblack box,” Card said.

In 1994, Chuck’s fatherdied and that passed onownership to a new gen-eration. The businessconcentrated more onappliances, delivery andservice. Then cameanother turn of the mar-ket.

“My Dad first wit-nessed the change frompeople replacing wringerwashers with automaticwashers. People wantedthe machine to do thework. Now the bigchange in this business isefficiency models thatuse less water, less soapand less energy. It isnight and day comparingthe old automatic stylesto the new ones today,”Card explained.

Efficiency is also thewatchword for the Cardsstaff, which includesMary VanMatre, DebbieWilliams, Cliff Lee, Ger-ald Baker and DaveCarter, plus the owner,

who also multi-tasks.“During the day I

might be the secretary,the accountant or thesales person. It dependson what time of day youcome in,” said VanMatre,who might work withbanks on accounts or cus-tomer trying to offerdirections for a homedelivery -- which canextend past 25 miles ormore.

“We really do wear allthe hats here,” Card said.He has been in the storefor more years than hislate father.

“I believe I’ve been inthis business now longerthan my father. That washard to realize becausemy dad was in it forever,”he said.

Will there be anotherCard dealt in the appli-ance business.

“I’m not sure my kidswill take over. But I planon being around for awhile longer,” he said.

Contact Herb Meeker athmeeker@jg-tc.com or238-6869.

Card's Appliance employee Debbie Williams polishes the cooktop of a display range Tuesdaymorning (June 1, 2010) in the store's showroom in Mattoon. (Photo by Ken Trevarthan).

Card’sAppliance

Sales & Service120 S. 9th Mattoon

234-8841

1969 - 2010

Family OwnedForOver 40 years

6 � Buy Local Shop Local: Hometown Business - June 2010 Journal Gazette & Times-Courier jg-tc.com

The Good and Bad of Franchise Businesses

(MS) - Franchises arewell-known businessventures. It is estimat-ed that one in every 12businesses in the Unit-ed States is a fran-chise. One of the fore-most franchise indus-tries is fast food.

An individual think-ing about opening up asmall business at onepoint may consider afranchise operation.Before doing so, it'simportant to explore

both sides of franchisesto determine if it's theright business modelfor you.

ADVANTAGESOne of the first advan-tages to franchises isthe established name.Name recognition cango a long way towardmoving merchandise. Asmall business that isnot a franchise willhave to spend a gooddeal of time and capital

establishing a solidtrack record and namerecognition. A fran-chise likely already hasthis.

Corporate marketingis another advantage.While individual fran-chises will do their ownadvertising and mar-keting, the corporateentity will still bedoing their own worktoward promoting thebusiness' name. Thissaves individual fran-chises money.

Money can also besaved on equipmentand inventory. Fran-chises will have bulkpurchasing powerbecause franchises typ-ically must feature thesame brands andequipment throughouttheir satellite loca-tions. Buying in bulkdrives down the per-unit cost of manyitems.

Franchise ownerswill also have the bene-

fit of other franchisee'spast experiences. Rou-tine meetings andstrategy guides canhelp them navigate thetricky world of smallbusinesses. While therewill be some trial anderror, franchises comewith a playbook ofsorts that may offerguidelines and strate-gies for success.

DISADVANTAGESSome of the advan-tages to franchises canalso be disadvantages,depending on one's per-spective. For example,working under the aus-pices of a larger entityrestricts some of thecreative freedom asmall business ownermight want. In general,franchisees must dis-cuss ideas and deci-sions for the businesswith the franchisorsbefore execution.

Franchisees areexpected to pay dues to

the franchisor. Whilemoney may be saved onother aspects of fran-chise ownership, theaverage royalty feespaid by franchiseesrange from 3 to 6 per-cent of monthly grosssales.

Any business ven-ture will require an ini-tial investment. How-ever, franchise invest-ment could be consid-erable. The averageinitial franchise start-up investment is$250,000, excludingreal estate. Some fran-chisors will also wantto ensure that a poten-tial franchisee has aconsiderable savingsaccount for otherexpenses. Many timesfranchises are startedby partners simply forthe start-up costsinvolved.

While some franchis-es have a proven trackrecord, not every fran-chise will work in aparticular geographicarea. Researching fran-chises takes time. Andafter all of that effortand application, apotential franchiseemay still be rejected bythe parent company.

The franchise busi-ness accounts for atleast 40 percent of allretail sales in the Unit-ed States. Explorewhether this type ofbusiness model is rightfor you if you're consid-ering self-employment.

HOURS:Mon-Fri: 9am-5pm • Sat: 9am-1pmMatt & Laura Morecraft

SERVICE SPECIALISTS AND PARTS FOR ANY BRAND

• Family owned/operated for two generations• Servicing Charleston and surrounding• communities with down-home courtesy and• respect.

Matt & Laura Morecraft

217-348-5984418 W. Lincoln Ave. • Charleston, IL 6120

Charleston Appliance CenterS a l e s • S e r v i c e • P a r t s

Shop healthy…Eat healthy…Be healthy!Shop healthy…Eat healthy…Be healthy!

Our goal is to provide friendlyservice and quality products for

you at reasonable prices.

Family Health Foods1 mile South of Arthur

217-543-3189Hours: M-F 7 am - 5:30 pm • Sat. 7 am - 4:30 pm

Providing Healthy Choices Since 1973Providing Healthy Choices Since 1973

Check Out Our Large Selection of:• Natural Herbal Remedies • Vitamins & Minerals

• Organic & Gluten Free Products

• Natural Health Books • Specialty Bulk Foods

• Fresh Frozen Farm-Raised Chickens

jg-tc.com Journal Gazette & Times-Courier Buy Local Shop Local: Hometown Business - June 2010 � 15

The small business market-place changes rapidly. Theinformation included onthis page represents themost current information.When discussing a “smallbusiness,” this article usesthe definitions provided bythe U.S. Small BusinessAdministration's Office ofAdvocacy.

Small Business Impacton the EconomyThe estimated 29.6 millionsmall businesses in theUnited States:• Employ just over half ofthe country’s private sectorworkforce• Hire 40 percent of hightech workers, such as scien-tists, engineers and com-puter workers• Include 52 percent home-based businesses and twopercent franchises• Represent 97.3 percent ofall the exporters of goods• Represent 99.7 percent ofall employer firms • Generate a majority of theinnovations that come fromUnited States companiesSource: U.S. Small Business

Administration Office of Advocacy,

September 2009

Small Business SurvivalRatesSmall Business Openings &Closings in 2008:• There were 627,200 newbusinesses, 595,600 busi-ness closures and 43,546bankruptcies.• Seven out of 10 newemployer firms survive atleast two years, and abouthalf survive five years.• Findings do not differgreatly across industry sec-tors.Sources: U.S. Small Business

Administration Office of Advocacy,

September 2009

Survival and Longevity inthe Business EmploymentDynamics Database,Monthly Labor Review, May2005. Redefining Business

Success: DistinguishingBetween Closure and Fail-ure, Small Business Eco-nomics, August 2003.

Trends in the Small BizMarketplaceGeneral Trends• The number of self-employed workers in June2005 fell 3.1 percent or303,000 from the monthbefore, Labor Departmentdata showed. Self employ-ment tends to fall as theeconomy grows. That's espe-cially true among laid-offworkers who start tiny com-panies after failing to findwork in slow times. (Source:USA Today, July 17, 2005)• During 1979-2003, self-employment increased: 33percent for women; 37 per-cent for African Americans,15 percent for Latinos, 10for White Americans and2.5 percent for men. (Source:

SBA, Office of Advocacy)

• Where do small businessowners go for advice? 52percent from individualmentors; 51 percent fromsocial networks; 44 percentfrom trade associations; 36percent from business advi-sors; 31 percent from theInternet and 27 percentfrom Chambers of Com-

merce (Source: American

Express)

Women in Business• Women represent morethan 1/3 of all peopleinvolved in entrepreneurialactivity. (Source: Global Entre-

preneurship Monitor (GEM) 2005

Report on Women and Entrepre-

neurship)

• Between 1997 and 2002,women-owned firms grewby 19.8 percent while allU.S. firms grew by sevenpercent (Source: SBA, Office of

Advocacy)

• Women-owned firmsaccounted for 6.5 percent oftotal employment in U.S.firms in 2002 and 4.2 per-cent of total receipts. (Source:

SBA, Office of Advocacy)

• The number of women-owned firms continues togrow at twice the rate of allU.S. firms (23 percent vs. 9percent). There are an esti-mated 10 million women-owned, privately-held U.S.businesses. The greatestchallenge for women-ownedfirms is access to capital,credit and equity. Womenstart businesses on bothlifestyle and financial rea-sons. Many run businessesfrom home to keep overheadlow. (Source: SBA, Office of Advoca-

cy and Business Times, April 2005)

• Women are more likely toseek business advice—69percent women vs. 47 per-cent men. (Source: American

Express)

Minority-Owned Businesses• Black-owned businessesare the fastest growing seg-ment, up 45 percentbetween 1997-2002. Rev-enues generated by thenation's 1.2 million black-owned businesses rose 25percent between 1997 and2002 to $88.8 billion in2002. (Source: U.S. Census

Bureau)

• The number of U.S. busi-nesses with Hispanic own-ers grew at three times thenational average from 1997to 2002 to 1.6 million busi-nesses in 2002, a 31 percentincrease from five yearsearlier. (Source: MSNBC)

Seniors in Business• Entrepreneurship amongseniors is growing. In 2002,the rate of self-employmentfor the workforce was 10.2percent (13.8 million work-ers), but the rate for work-ers aged 50 was 16.4 per-cent (5.6 million workers).Although those age 50

made up 25 percent of theworkforce, they comprised40 of the self-employed.Solo business formation inthe future will be driven bypeople who take earlyretirement or whose jobsjust disappear. (Source:

AARP/Rand Corp. "Self-employ-

ment and the 50 Population")

Veterans in Business• In 2004, about 22 percentof veterans in the UShousehold population wereeither purchasing or start-ing a new business or con-sidering purchasing orstarting a business andnearly 72 percent of veteranentrepreneurs planned toemploy at least one personat the start of their venture(Source: US Census Bureau)

Hot markets for smallbusinesses:• eBay drop-off sites• Search engine optimiza-tion and Internet marketing• Performance apparel• Niche health and fitness• Technology security con-sulting• Services/products for His-panic-market (Source: Entre-

preneur magazine, "Newest Trends

& Hottest Markets," January 2005)

HACKETT’S CARPET CLEANING348-0745

(Formerly Big Jakes)1019 MADISON CHARLESTON, IL 61920 • (217) 348-0745

Dave & Kim Hackett, New Owners

• Carpet Cleaning • Water & Fire Damage • Professional, Residential & Commercial

• Janitorial Services • Deodorizing • Stripping & Waxing • Disaster Clean-Up

• Windows • Upholstery Cleaning • Scotchgard • 24 Hour Emergency Service

Hours:M-F 8am-4pm

24 Hour7 Days A Week

960 18th Street Charleston, IL

217-348-5803

Come See Us At OurNew Location!

Charleston’s “Resale” Department Store

Twice is NiceHighest QualityUsed and New

Furniture

Largest ClothingInventory Ever!

Small Biz Stats & Trends

14 � Buy Local Shop Local: Hometown Business - June 2010 Journal Gazette & Times-Courier jg-tc.com

Charleston • Effingham

START RIGHT. START HERE.SM

217-348-1835520 W. Lincoln,Charleston, IL

217-342-3103115 S. Banker St.

Effingham, IL

Store Hours: Mon.-Sat. 6:30am-8pm Sunday 8am-6pm

www.charlestontruevalue.com

Linda & Jeff Holloway - Owners

Your Total Hardware Convenience Store!

� All Your Wedding and Party

Rental Needs Too!

� Construction & Landscaping

Equipment

� Power Tools

� And More

� Paint Shop

� Outdoor Living

� Lawn & Garden

� Housewares

� Hardware

� Electrical

� Plumbing

� Service Center

Business-owning Households More Likely Than Others to HaveHigher Income and WealthWASHINGTON, D.C. – Does small business own-ership help increase ahousehold’s overall well-being? One way to look atthis is to examine howthe income and wealth ofhouseholds owning smallbusinesses changed inthe most recent economicexpansion and recoveryperiod. That task wasundertaken in a studyjust released by the U.S.Small Business Adminis-tration’s Office of Advocacy.

“The report releasedtoday finds that house-holds owning small firms

in the 1998-2007 periodwere more likely thanother households to be inthe top 50 percent inincome and wealth,” saidSusan M. Walthall, Act-ing Chief Counsel forAdvocacy. “It will beimportant to continue toexamine this data seriesto assess the well-beingof small businesses in thecurrent economic envi-ronment.”

Income and Wealth:How Did HouseholdsOwning Small Business-es Fare from 1998 to2007? by George W.

Haynes, updates previ-ous Advocacy-sponsoredstudies and is based onadditional data from the2007 Survey of Con-sumer Finances. House-hold income is the sum ofwages, salaries, interest,dividends, asset sales,rents, and other incomesources. Householdwealth is estimated bygenerating a balancesheet subtracting totalliabilities from totalassets. Findings includethe following:

Households owningany business were signif-

icantly more likely to behigh income earners in2007 than in 1998; thelargest percentage gainwas among owners withmore than one business.

In the latter part of theperiod—between 2004and 2007—the likelihoodthat households owning asmall business had ahigh income increased by4.2 percent and the likeli-hood that they had a highlevel of wealth increasedby more than 20 percent,compared with increasesof 2.1 and 5.2 percent,respectively, in house-

holds not owning busi-nesses.

The characteristics ofhouseholds and business-es were somewhat differ-ent in 1998 than in 2007.By 2007, high incomehouseholds were headedby younger people, whilehigher wealth house-holds were headed byolder people.From 1998 to 2007,households not owning abusiness increased realmean wealth by justunder 40 percent; thecomparable increase forthose owning a smallbusiness was 63.4 per-cent.

For a copy of thestudy, visit the Office ofAdvocacy website atwww.sba.gov/advo.

The Office of Advocacy of theU.S. Small Business Adminis-tration (SBA) is an independ-ent voice for small businesswithin the federal government.The presidentially appointedChief Counsel for Advocacyadvances the views, concerns,and interests of small businessbefore Congress, the WhiteHouse, federal agencies, federalcourts, and state policymakers.For more information, visitwww.sba.gov/advo, or call(202) 205-6533.

• K

ids

Me

nu

• P

as

ta •

Ste

ak

s •

Sk

illets

• •

Se

afo

od

• K

ids

Me

nu

• O

me

lets

• S

tea

ks

•Sandwiches • Chicken • Pasta • Manhattans

Eggs • Soups • Salads • Sandwiches • Chicken

Open: 5am - 10pm Daily, 24 Hours Friday & Saturday703 W. Lincoln Ave. • Charleston • 345-5070

Lincoln Garden FamilyRestaurant

Lincoln Garden FamilyRestaurant

Our family restaurant has a larger menu thanever. We have built a brand new banquet room thatcan seat up to 40 people along with a remodeleddinning room. We serve breakfast anytime andoffer carry out too. 24 Hour Dining is available onthe weekend except Sunday. Our family is lookingforward to seeing your family for years to come.

NORTHWEST BUSINESS PARK

683 Castle Drive • Charleston, IL

Computer Repair

jg-tc.com Journal Gazette & Times-Courier Buy Local Shop Local: Hometown Business - June 2010 � 7

SCORE Offers Top 10 Secrets for Small Business Success in 2010Washington, D.C. —Make 2010 a small busi-ness year for growth andprofits with successsecrets from SCORE. Theexperts at SCORE arededicated to supportingAmerica’s engine for eco-nomic growth—smallbusiness. SCORE pro-vides mentoring, coach-ing, training andresources. Every day,SCORE mentors arehelping small businessessucceed. Learn more atwww.score.org.

SCORE CEO KenYancey says, “When itcomes to getting ahead inbusiness, it’s all aboutmaking the right movesat the right times. AtSCORE, we share secretsfor success, based on hav-ing helped more than 8.5million entrepreneurs.This year, we’ve come upwith our top 10 list tomake 2010 a profitableyear for America’s smallbusinesses.”

SCORE’s Top 10Secrets for Small Busi-ness Success in 2010

Grow your customerbase. Understand yourcustomer demographicsand why they buy yourproducts and services.Win clients over withnew and diversified prod-ucts. Offer multiple pricepoints and create pack-ages or customizableplans, which give yourcustomers greater free-dom and flexibility.

Expand low budgetmarketing. Promoteyour business for free onTwitter, and set up aFacebook fan page. Starta blog and comment onother blogs. Take this

opportunity to communi-cate with customersabout your business. Goviral.

Surround yourselfwith experts. Get feed-back from advisors youtrust. Entrepreneurscount on SCORE for freeand confidential businessmentoring. Use a mentorto test ideas, map a salesplan and focus on suc-cess. Ask SCORE foradvice and meet with aSCORE mentor.

Add ecommercethrough a web site.Your business needs aweb site to stay competi-tive. Secure all variationson your company’sdomain name. Use onlineforms to encourage inter-action. Add a shoppingcart to sell your products,not just promote thebrand.

Free up time to sharp-en your focus. Organizefor success. Set a timeeach week to handle rou-tine tasks. Use a PDA to

keep track of phone num-bers, dates, appoint-ments and meetings.Take short breaks torefresh and recharge.

Create experienceevents to draw in cus-tomers. Host specialevents like demonstra-tions, trunk shows andclasses. Offer rebate pro-grams to encouragerepeat purchases.Rearrange merchandiseto make it appear freshand provide a fresh cus-tomer experience.

Network to build buzzand referrals. Joingroups that representyour clients. If you don’thave the money to join anassociation, offer todonate your services.Take advantage of socialgatherings, committeeappointments, member-ship meetings and net-working events. Eachmeeting is an opportuni-ty for referrals.

Track your cash flow.The one thing all busi-

nesses need is cash.Ensure that you collectreceivables within 30days. Monitor invoices.Pay early when you get adiscount. Always keep aneye on your cash. Preparecash flow reports so youunderstand your cashneeds.

Plan for financing suc-cess. Even if you’re inbusiness, you shouldhave a business planready to submit to poten-tial lenders. Know howadditional funding willhelp you grow your busi-ness, and demonstrateyour ability to re-pay theloan.

Consider an LLC. As asole proprietor, you arepersonally liable for thedebts and liabilities ofyour business. A corpora-tion or limited liabilitycorporation (LLC) pro-tects your personalassets and property. Youcan register your busi-ness as a separate legalentity.

SCORE has 364 officesnationwide with expertswho offer free and confi-dential advice to smallbusiness owners. SCOREmentors have experiencein finance, accounting,management, marketing,sales prospecting, strate-gic planning and more.

Since 1964, SCORE hashelped more than 8.5million aspiring entre-preneurs and small busi-ness owners throughmentoring and work-shops. More than 12,400volunteer business coun-selors in 364 chaptersserve their communitiesthrough entrepreneureducation dedicated tothe formation, growthand success of small busi-nesses.

For more informationabout starting or operat-ing a small business, call1-800/634-0245 for theSCORE chapter nearestyou. Visit SCORE on theWeb at www.score.organd www.score.org/women.

Reneé EnglandStudio owner for 15 years

Come in to see our extensive selection of Merle Norman skin care and cosmetic productsMerle Norman Cosmetics

1608 Broadway • Mattoon • 234-4277

79Rhoadside Custard

32nd St.Across from Lytle Park, Mattoon

234-74492:00 - 9:00 pm Daily

9 Years of9 Years ofQuality Quality CustardCustard& Food& Food

Open Now – Sept. 5th, 2010Bring this ad in and

receive 50¢ OFFtotal purchase

June 28th 2001-2010Rhoadside CustardRhoadside Custard

Rhoadside Custard

12 � Buy Local Shop Local: Hometown Business - June 2010 Journal Gazette & Times-Courier jg-tc.com

Reasons to shop at locally owned businesses

Small Businesses Are Important Playersin U.S. Business and Job Growth

Staff reportShopping at locally

owned businesseshelps other businessesand agencies.

Cindy Titus, execu-tive director of theCharleston AreaChamber of Commerce,reported that one Illi-nois county explainsthe benefits this way:

If every household inthe county spends anadditional $3.50 perday that they are cur-rently spending out-side of the county, localbusiness sales willincrease by more than$18.5 million per year.

This county and itsmunicipalities will col-lect an additional$232,792 per year insales tax.

Our household goal:An extra $3.50 per day,per household—a cou-ple of sodas, a reallygood cup of coffee,about a gallon of gas.

Many people do notrealize that both motorfuel tax and sales taxapply to every pur-chase of gasoline with-in the county. Nineteencents from every gallonof gas goes directly tothe State of Illinois fora variety of govern-

ment services, includ-ing road constructionand maintenance, plusanother 6.25 percentfor sales tax. At $3 pergallon, 38 cents ofevery gallon comesback to Illinois resi-dents. That’s $7.60 forevery 20-gallon tank of

gas you purchase. Ifyou fill your tank oncea week, that’s $395 peryear.

It’s your choice . . .Buy Local. In anincreasingly standard-ized world, it is impor-tant to support what isunique and special

about our community.By shopping locally,you are investing inyour community andhelping to foster a cli-mate that is more like-ly to attract entrepre-neurs and new invest-ment.

WASHINGTON, D.C.– Small businesses willplay an important rolein the nation’s econom-ic future. The Office ofAdvocacy’s Small Busi-ness Profile for theUnited States, releasedtoday, provides detailsabout small businessemployment, businessstarts and closings,bank lending in 2008,the demographics ofbusiness ownership,and firm and employ-ment change by majorindustry and firm size.

“The United States

continues to depend onthe health and ingenu-ity of its small businesssector for the nation’seconomic growth,” saidSusan Walthall, ActingChief Counsel forAdvocacy. “In today’seconomic climate, it isespecially importantfor policymakers tokeep small businessconcerns in mind asthey formulate policy.”

In 2008, the UnitedStates saw an increaseof 0.7 percent in GDPand a private sectoremployment decline of

0.7 percent. The U.S.profile also shows that:

• Small employers inthe United Statesnumbered 6 million in2006 (latest data).There were also 20.8million nonemployers,which increased to 21.7million by 2007.

• Small businessesadded 2.5 million netnew jobs in 2005-2006.Overall, they employed50.2 percent of thenation’s nonfarm pri-vate workforce in 2006.

• Businesses owned bywomen, and by AsianAmericans, AfricanAmericans, HispanicAmericans, and Hawai-ians and PacificIslandeers allincreased significantlyover the most recentperiod for which Cen-sus data are available.

As additional smallbusiness data becomeavailable over the com-ing months, they willbe incorporated in anew edition of the stateprofiles, to be issued in

early 2010.For more information

and a complete copy ofthe state and territorysmall business profiles,visit the Office of Advo-cacy website atwww.sba.gov/advo.

The Office of Advocacy of theU.S. Small Business Adminis-tration (SBA) is an independ-ent voice for small businesswithin the federal government.The presidentially appointedChief Counsel for Advocacyadvances the views, concerns,and interests of small businessbefore Congress, the WhiteHouse, federal agencies, federalcourts, and state policy makers.For more information, visitwww.sba.gov/advo, or call(202) 205-6533

jg-tc.com Journal Gazette & Times-Courier Buy Local Shop Local: Hometown Business - June 2010 � 9

A Message from the Mattoon Chamber

Boomers and Business Start-Ups

Mattoon FIRST!...is all about pro-moting our localbusinesses, fuelingour local economy,and spreading theword about themany benefits ofshopping locally.

The “Shop Local”campaigns are defi-nitely not a new idea,however with theinternet and the newwaves of shopping; ithas caused the ideato be revisited byevery small commu-nity. While we arerevisiting and re-edu-cating the public onthis subject matter,we are also remind-ing our local businessclimate of the enor-mous affects it has on

an opportunity thatby supporting ourlocal businesses, wein turn support ourlocal city governmentand our community.Keeping dollars inour local communitycreates jobs, thosejobs spend moneywith our business-es, sales tax col-lected by thosebusinesses, whichfunds more city serv-ices through thosesales tax, in return--promotes communitydevelopment.

Before you buy out-side your community,review your vendors.Identify the vendorsthat you use out ofmarket and deter-mine whether you

can shift even as lit-tle as 10 percent backto Mattoon. If youneed help findingvendors, contact theChamber to see if wecan help you make

those connections.

We encourage ourresidents to under-stand the conse-quences for a commu-nity when consumers

spend outside thearea or they turn tothe Internet as ameans for savingmoney.

Mattoon is blessedwith a diverse mix ofbusiness and it’s thatmix that makes oureconomy work. As aChamber, we are urg-ing our residents tospend their dollarslocally and are com-municating the mes-sage that it is allright to invest inyourself, your family,your home and yourbusiness. Business isa huge investment.Let’s support thosewho have invested inMattoon!! Shop Local!!

(MS) - An ever growingnumber of babyboomers are startingtheir own businesses.Some are motivated bythe dream of being theirown boss, while otherswant to take an ideaabout a product or serv-ice and make it a reali-ty. For many boomers,becoming an entrepre-neur is a key element oftheir retirement --either out of financialnecessity or the desireto remain active in thebusiness world. Regard-less of the reason, start-ing a successful enter-prise requires carefulplanning.

Choosing a businessStarting a businessthat you know and loveis always going to havea better chance of suc-cess. The years of expe-rience you've accumu-lated in a field are aninvaluable asset and ifyou believe in yourproduct, those skillsand energy can befocused on marketing.Consulting a taxlawyer will help youdetermine which legalentity best fits yourbusiness and the taxadvantages and disad-vantages of operatingas a sole proprietor,partnership, LLC, or

Subchapter S-Corpora-tion.

Having what it takesSince any start-up isgoing to consumefinancial resources, it'simportant to be awareof actual costs and thetime it will take to seea return. Savingsaccounts, the equity ina home and investmentportfolios can besources of revenue, butdetermine how muchyou can afford to tie upor possibly lose if thebusiness fails. A part-nership or outsideinvestors are also pos-sible sources of rev-

enue, as are small busi-ness loans. Whateverthe means of financing,create a solid plan soyou'll know what toexpect until you startgenerating an income.

Defining and settingbenchmarksIt's important to planand track the progressof your business by set-ting benchmarks. Thisallows you to focus onany necessary adjust-ments to keep yourenterprise moving for-ward at a measuredpace. Even the bestbusiness plan can'ttake into account all

the possible snags ordelays, so have contin-gencies in place to helpyou deal with them.

Find the supportyou needYou may know yourproduct, but not neces-sarily the ins-and-outsof operating a success-ful business. Gettinghelp with what youdon't know, such as set-ting up an efficientoffice or getting yourWeb site up and run-ning, allows you tofocus on the things youknow and do best.

10 � Buy Local Shop Local: Hometown Business - June 2010 Journal Gazette & Times-Courier jg-tc.com

Bike & Hike is focused on community relationships

By ROB STROUDStaff Writer

CHARLESTON — “Weservice, we sell, we ride,”is a motto that Bike &Hike owner Ed Thomassaid he and his staff liveby at their Charlestonand Effingham shops.

“We ride” is an espe-cially important part ofthe motto because it letscustomers know that theBike & Hike team lovesto ride and has personal

experience with a widevariety of bikes, Thomassaid.

“That experienceranges from jumpingthem to racing them tothe casual ride aroundthe block,” said BrendanLynch, who is in chargeof advocacy and commu-nity affairs for Bike &Hike. “All of us are veryavid cyclists in all disci-plines.“

Thomas, an Effinghamnative, opened his first

Bike & Hike shop in 1995while pursuing his grad-uate studies at EasternIllinois University. Hemoved the Charlestonshop to its present loca-tion on 18th Street in2002 and opened a shopin downtown Effinghamin 2005. He is a speechand broadcasting instruc-tor at Lake Land College.

Both shops offer bikes,accessories and relatedservice work for moun-tain biking, long-distance

road cycling, bicyclejumping, commuting andother pursuits. Theirproduct line includesTrek, Gary Fisher, Can-nondale and more.

Lynch, a Charlestonnative and an attorney,said the Bike & Hiketeam strives to providepersonalized service andto get to know their cus-tomers. He noted that theshop’s customers havebeen organizing seasonalbarbecues and rides.

“You sell someone abike and you get a friendout of the deal,” Lynchsaid.

Last summer Bike &Hike launched a series ofWednesday morningrides to the FarmersMarket on the court-house square, Lynchsaid. The market rideshave resumed this sea-son and leave at 7:15a.m. from the shop.

Thomas said the mar-ket rides are open tocyclists of all skill levels,adding that Bike & Hike

is not just a “racer store.““A lot of our business isselling to mom and popand their kids,” Thomassaid. Family-style bicyclebags and baskets havebeen popular lately, hecontinued.

Bike & Hike also hasbeen building a clientbase at EIU. Thomas saidBike & Hike supports theEIU Cycling Club,advised by faculty mem-ber Milt Allen.

Thomas said the clubhas more than 40 mem-bers and has a focus onrecreational riding. Hesaid the club has helpedintroduce participatingstudents to areas ofCharleston beyond cam-pus and the Illinois Route16 business corridor.

Earlier this year Bike& Hike helped organize abicycle scavenger huntthat successfully raisedfunds to install bicycleracks along JacksonAvenue just east of thecourthouse square.

“Really the businessmodel we have taken is tobe engaged,” Lynch said.“We are very aware of theenvironment we are inand the community weare in.“

For more information,call Bike & Hike at 345-1316 or go online towww.bikeandhikeweb.comor the shop’s Facebook site.

Contact Rob Stroud atrstroud@jg-tc.com

or 238-6861.

Bike and Hike owner Ed Thomas pictured Wednesday morning (June 2, 2010) in the repair shopof the Bike and Hike location on 18th Street in Charleston. (Photo by Ken Trevarthan).

Select GE ProfileTM and GE® appliances are nowavailable in stainless steel for the same price as traditional finishes.

See store for details.

Limited Time Offer

1960-2010

Serving Coles County for 50 years in choosingquality appliances & TV’s.

Also providing repair services to our valuedcustomers.

50 YearsIn Business

jg-tc.com Journal Gazette & Times-Courier Buy Local Shop Local: Hometown Business - June 2010 � 11

Marketing in a Weak Economy: A Dozen IdeasBy Daniel Obregon and Joyce L. BoscFrom the pages of Home Busi-ness Magazine Online

1. Always think MarketingKeep a file of good ideas,direct mail samples, greatads, for future use or brain-storming.

2. Target your MarketRead up on industry trends,developments, etc. Knowyour competition and keepa competitive intelligencefile.

3. Develop your BrandsCreate new services orproducts. Update them.Trademark protect them.Try to always keep thingsfresh so your customers seeprogress.

4. Build a TeamEstablish a market-ing/public relations adviso-ry team composed of keypersonnel in or outside ofyour organization. Attendseminars, read marketingpublications, join listserves.Consult outside marketingprofessionals to get unbi-ased opinions.

5. Establish a BudgetHow much are you current-ly spending on marketing?How much do you want tospend? How much can youafford to spend? Determinea percentage of grossincome that can be spent onmarketing. Try to establisha market presence monthlywhether through advertis-ing or public relations.

6. Stay Top of MindPublish a newsletter. Cre-ate a survey. Develop a Website. Use uniformed signa-tures denoting contactinformation/Web siteaddress and slogan at thebottom of every email yousend out. Send postcards orelectronic briefs to stay con-nected and offer value addto clients.

7. Meet the PressCreate a press kit. Be sureto include an online versionwith executive bios andhigh-resolution photo-graphs.

8. Service is Job #1Return calls promptly. Refer

callers to others whenyou’re not available. Sendout email tips or dedicate apart of your Web site specif-ically to client needs. Makesure it is easy for people tocontact you. Always followup on calls or messages.

9. Word of MouthHold an open house. Joincommunity organizationsand network! Contactspeakers at conferences youattend.

10. AdvertiseDevelop a new or improvedlogo. Get a memorablephone number, such as “1-800-GOT-DEBT.” Includeyour Web address, emailand slogan consistently on

all marketing materials.

11. Reach OutSponsor a booth at atradeshow, hold an event atyour office or give a speechat a community gathering.

12. Put it in WritingWrite a column for the localnewspaper, local businessjournal or trade publication.Publish an article and cir-culate reprints.

Daniel Obregon and Joyce L.Bosc run Boscobel MarketingCommunications, Inc., a brand-ing, public relations, and mar-keting consulting firm. He canbe reached at dobre-gon@boscobel.com or 816 Thay-er Ave. Silver Spring, MD20910 Phone: 301-588-2900

Fax: 301-588-1363 Bosc(jbosc@boscobel.com), founderand CEO of Boscobel Market-ing, also co-founded ESTNCommunications Group in1995, to provide niche servicesfor government outreach.

Home Business MagazineOnline is a one-stop resourcefor information and advice onstarting and expanding ahome-based business. The sitefeatures hundreds of helpfularticles, start-up advice, busi-ness opportunities & ideas,business tools & resources, net-working contacts, product andservice marketplace, classifiedads, news, trade/business showcalendar, message boards, email,legal advice, financial info, healthinsurance, search engine, webhosting, and a Home-Based Busi-ness Directory!

Since opening its doors in 1990, Battery Specialists has been serving

Coles County and the surrounding area with great service from their

Charleston and Mattoon locations. With a very knowledgable staff

that has over 100 years combined experience,

Battery Specialists offers batteries large to small,

custom battery cable making, complete starter,

alternator and generator services, along with free testing of all your

truck, car or equipment’s

cranking & charging systems.

Your One Stop Battery ShopNo Battery’s Too Big or Small!

309 N. 15th • Mattoon

258-VOLT (8658)

1519 Madison Ave. • Charleston

345-VOLT (8658)

HOTTER – FASTER

Investing In Our CommunityAt McHugh’s we value our community and try our best to purchase all of our items locally. As a locally owned business we know the importance ofsupporting your local businesses. So every time you choose McHugh’s know you are investing in your community.

Locally OwnedSince 1990 HOTTER – FASTER

4 Lincoln Avenue

Charleston

801 CharlestonAvenue

Mattoon

315 N LoganMattoon, IL 61938

Telephone: 217-235-5004 Fax:217-235-5007houseofpaint@consolidated.net

Paint isn’t just paint.Free Delivery

Now Renting UHAULsStacey and Chris at Nick & Stacey’s House of Paintswould like to thank all of their customers for anothersuccessful year. We specialize in architectural, industrialand specialty paint and coatings, but also offercompetitive prices and expertise. Need an interior stain?Give our custom interior stains a try. We custom makeeach interior stain from an empty can. We offer freedelivery in the surrounding areas and are now renting U-HAULs. Here at Nick & Stacey’s we strive to be able toask the right questions to make sure the customer hasthe right product for their project. We are not your only choice in town, just the best!

10 � Buy Local Shop Local: Hometown Business - June 2010 Journal Gazette & Times-Courier jg-tc.com

Bike & Hike is focused on community relationships

By ROB STROUDStaff Writer

CHARLESTON — “Weservice, we sell, we ride,”is a motto that Bike &Hike owner Ed Thomassaid he and his staff liveby at their Charlestonand Effingham shops.

“We ride” is an espe-cially important part ofthe motto because it letscustomers know that theBike & Hike team lovesto ride and has personal

experience with a widevariety of bikes, Thomassaid.

“That experienceranges from jumpingthem to racing them tothe casual ride aroundthe block,” said BrendanLynch, who is in chargeof advocacy and commu-nity affairs for Bike &Hike. “All of us are veryavid cyclists in all disci-plines.“

Thomas, an Effinghamnative, opened his first

Bike & Hike shop in 1995while pursuing his grad-uate studies at EasternIllinois University. Hemoved the Charlestonshop to its present loca-tion on 18th Street in2002 and opened a shopin downtown Effinghamin 2005. He is a speechand broadcasting instruc-tor at Lake Land College.

Both shops offer bikes,accessories and relatedservice work for moun-tain biking, long-distance

road cycling, bicyclejumping, commuting andother pursuits. Theirproduct line includesTrek, Gary Fisher, Can-nondale and more.

Lynch, a Charlestonnative and an attorney,said the Bike & Hiketeam strives to providepersonalized service andto get to know their cus-tomers. He noted that theshop’s customers havebeen organizing seasonalbarbecues and rides.

“You sell someone abike and you get a friendout of the deal,” Lynchsaid.

Last summer Bike &Hike launched a series ofWednesday morningrides to the FarmersMarket on the court-house square, Lynchsaid. The market rideshave resumed this sea-son and leave at 7:15a.m. from the shop.

Thomas said the mar-ket rides are open tocyclists of all skill levels,adding that Bike & Hike

is not just a “racer store.““A lot of our business isselling to mom and popand their kids,” Thomassaid. Family-style bicyclebags and baskets havebeen popular lately, hecontinued.

Bike & Hike also hasbeen building a clientbase at EIU. Thomas saidBike & Hike supports theEIU Cycling Club,advised by faculty mem-ber Milt Allen.

Thomas said the clubhas more than 40 mem-bers and has a focus onrecreational riding. Hesaid the club has helpedintroduce participatingstudents to areas ofCharleston beyond cam-pus and the Illinois Route16 business corridor.

Earlier this year Bike& Hike helped organize abicycle scavenger huntthat successfully raisedfunds to install bicycleracks along JacksonAvenue just east of thecourthouse square.

“Really the businessmodel we have taken is tobe engaged,” Lynch said.“We are very aware of theenvironment we are inand the community weare in.“

For more information,call Bike & Hike at 345-1316 or go online towww.bikeandhikeweb.comor the shop’s Facebook site.

Contact Rob Stroud atrstroud@jg-tc.com

or 238-6861.

Bike and Hike owner Ed Thomas pictured Wednesday morning (June 2, 2010) in the repair shopof the Bike and Hike location on 18th Street in Charleston. (Photo by Ken Trevarthan).

Select GE ProfileTM and GE® appliances are nowavailable in stainless steel for the same price as traditional finishes.

See store for details.

Limited Time Offer

1960-2010

Serving Coles County for 50 years in choosingquality appliances & TV’s.

Also providing repair services to our valuedcustomers.

50 YearsIn Business

jg-tc.com Journal Gazette & Times-Courier Buy Local Shop Local: Hometown Business - June 2010 � 11

Marketing in a Weak Economy: A Dozen IdeasBy Daniel Obregon and Joyce L. BoscFrom the pages of Home Busi-ness Magazine Online

1. Always think MarketingKeep a file of good ideas,direct mail samples, greatads, for future use or brain-storming.

2. Target your MarketRead up on industry trends,developments, etc. Knowyour competition and keepa competitive intelligencefile.

3. Develop your BrandsCreate new services orproducts. Update them.Trademark protect them.Try to always keep thingsfresh so your customers seeprogress.

4. Build a TeamEstablish a market-ing/public relations adviso-ry team composed of keypersonnel in or outside ofyour organization. Attendseminars, read marketingpublications, join listserves.Consult outside marketingprofessionals to get unbi-ased opinions.

5. Establish a BudgetHow much are you current-ly spending on marketing?How much do you want tospend? How much can youafford to spend? Determinea percentage of grossincome that can be spent onmarketing. Try to establisha market presence monthlywhether through advertis-ing or public relations.

6. Stay Top of MindPublish a newsletter. Cre-ate a survey. Develop a Website. Use uniformed signa-tures denoting contactinformation/Web siteaddress and slogan at thebottom of every email yousend out. Send postcards orelectronic briefs to stay con-nected and offer value addto clients.

7. Meet the PressCreate a press kit. Be sureto include an online versionwith executive bios andhigh-resolution photo-graphs.

8. Service is Job #1Return calls promptly. Refer

callers to others whenyou’re not available. Sendout email tips or dedicate apart of your Web site specif-ically to client needs. Makesure it is easy for people tocontact you. Always followup on calls or messages.

9. Word of MouthHold an open house. Joincommunity organizationsand network! Contactspeakers at conferences youattend.

10. AdvertiseDevelop a new or improvedlogo. Get a memorablephone number, such as “1-800-GOT-DEBT.” Includeyour Web address, emailand slogan consistently on

all marketing materials.

11. Reach OutSponsor a booth at atradeshow, hold an event atyour office or give a speechat a community gathering.

12. Put it in WritingWrite a column for the localnewspaper, local businessjournal or trade publication.Publish an article and cir-culate reprints.

Daniel Obregon and Joyce L.Bosc run Boscobel MarketingCommunications, Inc., a brand-ing, public relations, and mar-keting consulting firm. He canbe reached at dobre-gon@boscobel.com or 816 Thay-er Ave. Silver Spring, MD20910 Phone: 301-588-2900

Fax: 301-588-1363 Bosc(jbosc@boscobel.com), founderand CEO of Boscobel Market-ing, also co-founded ESTNCommunications Group in1995, to provide niche servicesfor government outreach.

Home Business MagazineOnline is a one-stop resourcefor information and advice onstarting and expanding ahome-based business. The sitefeatures hundreds of helpfularticles, start-up advice, busi-ness opportunities & ideas,business tools & resources, net-working contacts, product andservice marketplace, classifiedads, news, trade/business showcalendar, message boards, email,legal advice, financial info, healthinsurance, search engine, webhosting, and a Home-Based Busi-ness Directory!

Since opening its doors in 1990, Battery Specialists has been serving

Coles County and the surrounding area with great service from their

Charleston and Mattoon locations. With a very knowledgable staff

that has over 100 years combined experience,

Battery Specialists offers batteries large to small,

custom battery cable making, complete starter,

alternator and generator services, along with free testing of all your

truck, car or equipment’s

cranking & charging systems.

Your One Stop Battery ShopNo Battery’s Too Big or Small!

309 N. 15th • Mattoon

258-VOLT (8658)

1519 Madison Ave. • Charleston

345-VOLT (8658)

HOTTER – FASTER

Investing In Our CommunityAt McHugh’s we value our community and try our best to purchase all of our items locally. As a locally owned business we know the importance ofsupporting your local businesses. So every time you choose McHugh’s know you are investing in your community.

Locally OwnedSince 1990 HOTTER – FASTER

4 Lincoln Avenue

Charleston

801 CharlestonAvenue

Mattoon

315 N LoganMattoon, IL 61938

Telephone: 217-235-5004 Fax:217-235-5007houseofpaint@consolidated.net

Paint isn’t just paint.Free Delivery

Now Renting UHAULsStacey and Chris at Nick & Stacey’s House of Paintswould like to thank all of their customers for anothersuccessful year. We specialize in architectural, industrialand specialty paint and coatings, but also offercompetitive prices and expertise. Need an interior stain?Give our custom interior stains a try. We custom makeeach interior stain from an empty can. We offer freedelivery in the surrounding areas and are now renting U-HAULs. Here at Nick & Stacey’s we strive to be able toask the right questions to make sure the customer hasthe right product for their project. We are not your only choice in town, just the best!

12 � Buy Local Shop Local: Hometown Business - June 2010 Journal Gazette & Times-Courier jg-tc.com

Reasons to shop at locally owned businesses

Small Businesses Are Important Playersin U.S. Business and Job Growth

Staff reportShopping at locally

owned businesseshelps other businessesand agencies.

Cindy Titus, execu-tive director of theCharleston AreaChamber of Commerce,reported that one Illi-nois county explainsthe benefits this way:

If every household inthe county spends anadditional $3.50 perday that they are cur-rently spending out-side of the county, localbusiness sales willincrease by more than$18.5 million per year.

This county and itsmunicipalities will col-lect an additional$232,792 per year insales tax.

Our household goal:An extra $3.50 per day,per household—a cou-ple of sodas, a reallygood cup of coffee,about a gallon of gas.

Many people do notrealize that both motorfuel tax and sales taxapply to every pur-chase of gasoline with-in the county. Nineteencents from every gallonof gas goes directly tothe State of Illinois fora variety of govern-

ment services, includ-ing road constructionand maintenance, plusanother 6.25 percentfor sales tax. At $3 pergallon, 38 cents ofevery gallon comesback to Illinois resi-dents. That’s $7.60 forevery 20-gallon tank of

gas you purchase. Ifyou fill your tank oncea week, that’s $395 peryear.

It’s your choice . . .Buy Local. In anincreasingly standard-ized world, it is impor-tant to support what isunique and special

about our community.By shopping locally,you are investing inyour community andhelping to foster a cli-mate that is more like-ly to attract entrepre-neurs and new invest-ment.

WASHINGTON, D.C.– Small businesses willplay an important rolein the nation’s econom-ic future. The Office ofAdvocacy’s Small Busi-ness Profile for theUnited States, releasedtoday, provides detailsabout small businessemployment, businessstarts and closings,bank lending in 2008,the demographics ofbusiness ownership,and firm and employ-ment change by majorindustry and firm size.

“The United States

continues to depend onthe health and ingenu-ity of its small businesssector for the nation’seconomic growth,” saidSusan Walthall, ActingChief Counsel forAdvocacy. “In today’seconomic climate, it isespecially importantfor policymakers tokeep small businessconcerns in mind asthey formulate policy.”

In 2008, the UnitedStates saw an increaseof 0.7 percent in GDPand a private sectoremployment decline of

0.7 percent. The U.S.profile also shows that:

• Small employers inthe United Statesnumbered 6 million in2006 (latest data).There were also 20.8million nonemployers,which increased to 21.7million by 2007.

• Small businessesadded 2.5 million netnew jobs in 2005-2006.Overall, they employed50.2 percent of thenation’s nonfarm pri-vate workforce in 2006.

• Businesses owned bywomen, and by AsianAmericans, AfricanAmericans, HispanicAmericans, and Hawai-ians and PacificIslandeers allincreased significantlyover the most recentperiod for which Cen-sus data are available.

As additional smallbusiness data becomeavailable over the com-ing months, they willbe incorporated in anew edition of the stateprofiles, to be issued in

early 2010.For more information

and a complete copy ofthe state and territorysmall business profiles,visit the Office of Advo-cacy website atwww.sba.gov/advo.

The Office of Advocacy of theU.S. Small Business Adminis-tration (SBA) is an independ-ent voice for small businesswithin the federal government.The presidentially appointedChief Counsel for Advocacyadvances the views, concerns,and interests of small businessbefore Congress, the WhiteHouse, federal agencies, federalcourts, and state policy makers.For more information, visitwww.sba.gov/advo, or call(202) 205-6533

jg-tc.com Journal Gazette & Times-Courier Buy Local Shop Local: Hometown Business - June 2010 � 9

A Message from the Mattoon Chamber

Boomers and Business Start-Ups

Mattoon FIRST!...is all about pro-moting our localbusinesses, fuelingour local economy,and spreading theword about themany benefits ofshopping locally.

The “Shop Local”campaigns are defi-nitely not a new idea,however with theinternet and the newwaves of shopping; ithas caused the ideato be revisited byevery small commu-nity. While we arerevisiting and re-edu-cating the public onthis subject matter,we are also remind-ing our local businessclimate of the enor-mous affects it has on

an opportunity thatby supporting ourlocal businesses, wein turn support ourlocal city governmentand our community.Keeping dollars inour local communitycreates jobs, thosejobs spend moneywith our business-es, sales tax col-lected by thosebusinesses, whichfunds more city serv-ices through thosesales tax, in return--promotes communitydevelopment.

Before you buy out-side your community,review your vendors.Identify the vendorsthat you use out ofmarket and deter-mine whether you

can shift even as lit-tle as 10 percent backto Mattoon. If youneed help findingvendors, contact theChamber to see if wecan help you make

those connections.

We encourage ourresidents to under-stand the conse-quences for a commu-nity when consumers

spend outside thearea or they turn tothe Internet as ameans for savingmoney.

Mattoon is blessedwith a diverse mix ofbusiness and it’s thatmix that makes oureconomy work. As aChamber, we are urg-ing our residents tospend their dollarslocally and are com-municating the mes-sage that it is allright to invest inyourself, your family,your home and yourbusiness. Business isa huge investment.Let’s support thosewho have invested inMattoon!! Shop Local!!

(MS) - An ever growingnumber of babyboomers are startingtheir own businesses.Some are motivated bythe dream of being theirown boss, while otherswant to take an ideaabout a product or serv-ice and make it a reali-ty. For many boomers,becoming an entrepre-neur is a key element oftheir retirement --either out of financialnecessity or the desireto remain active in thebusiness world. Regard-less of the reason, start-ing a successful enter-prise requires carefulplanning.

Choosing a businessStarting a businessthat you know and loveis always going to havea better chance of suc-cess. The years of expe-rience you've accumu-lated in a field are aninvaluable asset and ifyou believe in yourproduct, those skillsand energy can befocused on marketing.Consulting a taxlawyer will help youdetermine which legalentity best fits yourbusiness and the taxadvantages and disad-vantages of operatingas a sole proprietor,partnership, LLC, or

Subchapter S-Corpora-tion.

Having what it takesSince any start-up isgoing to consumefinancial resources, it'simportant to be awareof actual costs and thetime it will take to seea return. Savingsaccounts, the equity ina home and investmentportfolios can besources of revenue, butdetermine how muchyou can afford to tie upor possibly lose if thebusiness fails. A part-nership or outsideinvestors are also pos-sible sources of rev-

enue, as are small busi-ness loans. Whateverthe means of financing,create a solid plan soyou'll know what toexpect until you startgenerating an income.

Defining and settingbenchmarksIt's important to planand track the progressof your business by set-ting benchmarks. Thisallows you to focus onany necessary adjust-ments to keep yourenterprise moving for-ward at a measuredpace. Even the bestbusiness plan can'ttake into account all

the possible snags ordelays, so have contin-gencies in place to helpyou deal with them.

Find the supportyou needYou may know yourproduct, but not neces-sarily the ins-and-outsof operating a success-ful business. Gettinghelp with what youdon't know, such as set-ting up an efficientoffice or getting yourWeb site up and run-ning, allows you tofocus on the things youknow and do best.

14 � Buy Local Shop Local: Hometown Business - June 2010 Journal Gazette & Times-Courier jg-tc.com

Charleston • Effingham

START RIGHT. START HERE.SM

217-348-1835520 W. Lincoln,Charleston, IL

217-342-3103115 S. Banker St.

Effingham, IL

Store Hours: Mon.-Sat. 6:30am-8pm Sunday 8am-6pm

www.charlestontruevalue.com

Linda & Jeff Holloway - Owners

Your Total Hardware Convenience Store!

� All Your Wedding and Party

Rental Needs Too!

� Construction & Landscaping

Equipment

� Power Tools

� And More

� Paint Shop

� Outdoor Living

� Lawn & Garden

� Housewares

� Hardware

� Electrical

� Plumbing

� Service Center

Business-owning Households More Likely Than Others to HaveHigher Income and WealthWASHINGTON, D.C. – Does small business own-ership help increase ahousehold’s overall well-being? One way to look atthis is to examine howthe income and wealth ofhouseholds owning smallbusinesses changed inthe most recent economicexpansion and recoveryperiod. That task wasundertaken in a studyjust released by the U.S.Small Business Adminis-tration’s Office of Advocacy.

“The report releasedtoday finds that house-holds owning small firms

in the 1998-2007 periodwere more likely thanother households to be inthe top 50 percent inincome and wealth,” saidSusan M. Walthall, Act-ing Chief Counsel forAdvocacy. “It will beimportant to continue toexamine this data seriesto assess the well-beingof small businesses in thecurrent economic envi-ronment.”

Income and Wealth:How Did HouseholdsOwning Small Business-es Fare from 1998 to2007? by George W.

Haynes, updates previ-ous Advocacy-sponsoredstudies and is based onadditional data from the2007 Survey of Con-sumer Finances. House-hold income is the sum ofwages, salaries, interest,dividends, asset sales,rents, and other incomesources. Householdwealth is estimated bygenerating a balancesheet subtracting totalliabilities from totalassets. Findings includethe following:

Households owningany business were signif-

icantly more likely to behigh income earners in2007 than in 1998; thelargest percentage gainwas among owners withmore than one business.

In the latter part of theperiod—between 2004and 2007—the likelihoodthat households owning asmall business had ahigh income increased by4.2 percent and the likeli-hood that they had a highlevel of wealth increasedby more than 20 percent,compared with increasesof 2.1 and 5.2 percent,respectively, in house-

holds not owning busi-nesses.

The characteristics ofhouseholds and business-es were somewhat differ-ent in 1998 than in 2007.By 2007, high incomehouseholds were headedby younger people, whilehigher wealth house-holds were headed byolder people.From 1998 to 2007,households not owning abusiness increased realmean wealth by justunder 40 percent; thecomparable increase forthose owning a smallbusiness was 63.4 per-cent.

For a copy of thestudy, visit the Office ofAdvocacy website atwww.sba.gov/advo.

The Office of Advocacy of theU.S. Small Business Adminis-tration (SBA) is an independ-ent voice for small businesswithin the federal government.The presidentially appointedChief Counsel for Advocacyadvances the views, concerns,and interests of small businessbefore Congress, the WhiteHouse, federal agencies, federalcourts, and state policymakers.For more information, visitwww.sba.gov/advo, or call(202) 205-6533.

• K

ids

Me

nu

• P

as

ta •

Ste

ak

s •

Sk

illets

• •

Se

afo

od

• K

ids

Me

nu

• O

me

lets

• S

tea

ks

•Sandwiches • Chicken • Pasta • Manhattans

Eggs • Soups • Salads • Sandwiches • Chicken

Open: 5am - 10pm Daily, 24 Hours Friday & Saturday703 W. Lincoln Ave. • Charleston • 345-5070

Lincoln Garden FamilyRestaurant

Lincoln Garden FamilyRestaurant

Our family restaurant has a larger menu thanever. We have built a brand new banquet room thatcan seat up to 40 people along with a remodeleddinning room. We serve breakfast anytime andoffer carry out too. 24 Hour Dining is available onthe weekend except Sunday. Our family is lookingforward to seeing your family for years to come.

NORTHWEST BUSINESS PARK

683 Castle Drive • Charleston, IL

Computer Repair

jg-tc.com Journal Gazette & Times-Courier Buy Local Shop Local: Hometown Business - June 2010 � 7

SCORE Offers Top 10 Secrets for Small Business Success in 2010Washington, D.C. —Make 2010 a small busi-ness year for growth andprofits with successsecrets from SCORE. Theexperts at SCORE arededicated to supportingAmerica’s engine for eco-nomic growth—smallbusiness. SCORE pro-vides mentoring, coach-ing, training andresources. Every day,SCORE mentors arehelping small businessessucceed. Learn more atwww.score.org.

SCORE CEO KenYancey says, “When itcomes to getting ahead inbusiness, it’s all aboutmaking the right movesat the right times. AtSCORE, we share secretsfor success, based on hav-ing helped more than 8.5million entrepreneurs.This year, we’ve come upwith our top 10 list tomake 2010 a profitableyear for America’s smallbusinesses.”

SCORE’s Top 10Secrets for Small Busi-ness Success in 2010

Grow your customerbase. Understand yourcustomer demographicsand why they buy yourproducts and services.Win clients over withnew and diversified prod-ucts. Offer multiple pricepoints and create pack-ages or customizableplans, which give yourcustomers greater free-dom and flexibility.

Expand low budgetmarketing. Promoteyour business for free onTwitter, and set up aFacebook fan page. Starta blog and comment onother blogs. Take this

opportunity to communi-cate with customersabout your business. Goviral.

Surround yourselfwith experts. Get feed-back from advisors youtrust. Entrepreneurscount on SCORE for freeand confidential businessmentoring. Use a mentorto test ideas, map a salesplan and focus on suc-cess. Ask SCORE foradvice and meet with aSCORE mentor.

Add ecommercethrough a web site.Your business needs aweb site to stay competi-tive. Secure all variationson your company’sdomain name. Use onlineforms to encourage inter-action. Add a shoppingcart to sell your products,not just promote thebrand.

Free up time to sharp-en your focus. Organizefor success. Set a timeeach week to handle rou-tine tasks. Use a PDA to

keep track of phone num-bers, dates, appoint-ments and meetings.Take short breaks torefresh and recharge.

Create experienceevents to draw in cus-tomers. Host specialevents like demonstra-tions, trunk shows andclasses. Offer rebate pro-grams to encouragerepeat purchases.Rearrange merchandiseto make it appear freshand provide a fresh cus-tomer experience.

Network to build buzzand referrals. Joingroups that representyour clients. If you don’thave the money to join anassociation, offer todonate your services.Take advantage of socialgatherings, committeeappointments, member-ship meetings and net-working events. Eachmeeting is an opportuni-ty for referrals.

Track your cash flow.The one thing all busi-

nesses need is cash.Ensure that you collectreceivables within 30days. Monitor invoices.Pay early when you get adiscount. Always keep aneye on your cash. Preparecash flow reports so youunderstand your cashneeds.

Plan for financing suc-cess. Even if you’re inbusiness, you shouldhave a business planready to submit to poten-tial lenders. Know howadditional funding willhelp you grow your busi-ness, and demonstrateyour ability to re-pay theloan.

Consider an LLC. As asole proprietor, you arepersonally liable for thedebts and liabilities ofyour business. A corpora-tion or limited liabilitycorporation (LLC) pro-tects your personalassets and property. Youcan register your busi-ness as a separate legalentity.

SCORE has 364 officesnationwide with expertswho offer free and confi-dential advice to smallbusiness owners. SCOREmentors have experiencein finance, accounting,management, marketing,sales prospecting, strate-gic planning and more.

Since 1964, SCORE hashelped more than 8.5million aspiring entre-preneurs and small busi-ness owners throughmentoring and work-shops. More than 12,400volunteer business coun-selors in 364 chaptersserve their communitiesthrough entrepreneureducation dedicated tothe formation, growthand success of small busi-nesses.

For more informationabout starting or operat-ing a small business, call1-800/634-0245 for theSCORE chapter nearestyou. Visit SCORE on theWeb at www.score.organd www.score.org/women.

Reneé EnglandStudio owner for 15 years

Come in to see our extensive selection of Merle Norman skin care and cosmetic productsMerle Norman Cosmetics

1608 Broadway • Mattoon • 234-4277

79Rhoadside Custard

32nd St.Across from Lytle Park, Mattoon

234-74492:00 - 9:00 pm Daily

9 Years of9 Years ofQuality Quality CustardCustard& Food& Food

Open Now – Sept. 5th, 2010Bring this ad in and

receive 50¢ OFFtotal purchase

June 28th 2001-2010Rhoadside CustardRhoadside Custard

Rhoadside Custard

6 � Buy Local Shop Local: Hometown Business - June 2010 Journal Gazette & Times-Courier jg-tc.com

The Good and Bad of Franchise Businesses

(MS) - Franchises arewell-known businessventures. It is estimat-ed that one in every 12businesses in the Unit-ed States is a fran-chise. One of the fore-most franchise indus-tries is fast food.

An individual think-ing about opening up asmall business at onepoint may consider afranchise operation.Before doing so, it'simportant to explore

both sides of franchisesto determine if it's theright business modelfor you.

ADVANTAGESOne of the first advan-tages to franchises isthe established name.Name recognition cango a long way towardmoving merchandise. Asmall business that isnot a franchise willhave to spend a gooddeal of time and capital

establishing a solidtrack record and namerecognition. A fran-chise likely already hasthis.

Corporate marketingis another advantage.While individual fran-chises will do their ownadvertising and mar-keting, the corporateentity will still bedoing their own worktoward promoting thebusiness' name. Thissaves individual fran-chises money.

Money can also besaved on equipmentand inventory. Fran-chises will have bulkpurchasing powerbecause franchises typ-ically must feature thesame brands andequipment throughouttheir satellite loca-tions. Buying in bulkdrives down the per-unit cost of manyitems.

Franchise ownerswill also have the bene-

fit of other franchisee'spast experiences. Rou-tine meetings andstrategy guides canhelp them navigate thetricky world of smallbusinesses. While therewill be some trial anderror, franchises comewith a playbook ofsorts that may offerguidelines and strate-gies for success.

DISADVANTAGESSome of the advan-tages to franchises canalso be disadvantages,depending on one's per-spective. For example,working under the aus-pices of a larger entityrestricts some of thecreative freedom asmall business ownermight want. In general,franchisees must dis-cuss ideas and deci-sions for the businesswith the franchisorsbefore execution.

Franchisees areexpected to pay dues to

the franchisor. Whilemoney may be saved onother aspects of fran-chise ownership, theaverage royalty feespaid by franchiseesrange from 3 to 6 per-cent of monthly grosssales.

Any business ven-ture will require an ini-tial investment. How-ever, franchise invest-ment could be consid-erable. The averageinitial franchise start-up investment is$250,000, excludingreal estate. Some fran-chisors will also wantto ensure that a poten-tial franchisee has aconsiderable savingsaccount for otherexpenses. Many timesfranchises are startedby partners simply forthe start-up costsinvolved.

While some franchis-es have a proven trackrecord, not every fran-chise will work in aparticular geographicarea. Researching fran-chises takes time. Andafter all of that effortand application, apotential franchiseemay still be rejected bythe parent company.

The franchise busi-ness accounts for atleast 40 percent of allretail sales in the Unit-ed States. Explorewhether this type ofbusiness model is rightfor you if you're consid-ering self-employment.

HOURS:Mon-Fri: 9am-5pm • Sat: 9am-1pmMatt & Laura Morecraft

SERVICE SPECIALISTS AND PARTS FOR ANY BRAND

• Family owned/operated for two generations• Servicing Charleston and surrounding• communities with down-home courtesy and• respect.

Matt & Laura Morecraft

217-348-5984418 W. Lincoln Ave. • Charleston, IL 6120

Charleston Appliance CenterS a l e s • S e r v i c e • P a r t s

Shop healthy…Eat healthy…Be healthy!Shop healthy…Eat healthy…Be healthy!

Our goal is to provide friendlyservice and quality products for

you at reasonable prices.

Family Health Foods1 mile South of Arthur

217-543-3189Hours: M-F 7 am - 5:30 pm • Sat. 7 am - 4:30 pm

Providing Healthy Choices Since 1973Providing Healthy Choices Since 1973

Check Out Our Large Selection of:• Natural Herbal Remedies • Vitamins & Minerals

• Organic & Gluten Free Products

• Natural Health Books • Specialty Bulk Foods

• Fresh Frozen Farm-Raised Chickens

jg-tc.com Journal Gazette & Times-Courier Buy Local Shop Local: Hometown Business - June 2010 � 15

The small business market-place changes rapidly. Theinformation included onthis page represents themost current information.When discussing a “smallbusiness,” this article usesthe definitions provided bythe U.S. Small BusinessAdministration's Office ofAdvocacy.

Small Business Impacton the EconomyThe estimated 29.6 millionsmall businesses in theUnited States:• Employ just over half ofthe country’s private sectorworkforce• Hire 40 percent of hightech workers, such as scien-tists, engineers and com-puter workers• Include 52 percent home-based businesses and twopercent franchises• Represent 97.3 percent ofall the exporters of goods• Represent 99.7 percent ofall employer firms • Generate a majority of theinnovations that come fromUnited States companiesSource: U.S. Small Business

Administration Office of Advocacy,

September 2009

Small Business SurvivalRatesSmall Business Openings &Closings in 2008:• There were 627,200 newbusinesses, 595,600 busi-ness closures and 43,546bankruptcies.• Seven out of 10 newemployer firms survive atleast two years, and abouthalf survive five years.• Findings do not differgreatly across industry sec-tors.Sources: U.S. Small Business

Administration Office of Advocacy,

September 2009

Survival and Longevity inthe Business EmploymentDynamics Database,Monthly Labor Review, May2005. Redefining Business

Success: DistinguishingBetween Closure and Fail-ure, Small Business Eco-nomics, August 2003.

Trends in the Small BizMarketplaceGeneral Trends• The number of self-employed workers in June2005 fell 3.1 percent or303,000 from the monthbefore, Labor Departmentdata showed. Self employ-ment tends to fall as theeconomy grows. That's espe-cially true among laid-offworkers who start tiny com-panies after failing to findwork in slow times. (Source:USA Today, July 17, 2005)• During 1979-2003, self-employment increased: 33percent for women; 37 per-cent for African Americans,15 percent for Latinos, 10for White Americans and2.5 percent for men. (Source:

SBA, Office of Advocacy)

• Where do small businessowners go for advice? 52percent from individualmentors; 51 percent fromsocial networks; 44 percentfrom trade associations; 36percent from business advi-sors; 31 percent from theInternet and 27 percentfrom Chambers of Com-

merce (Source: American

Express)

Women in Business• Women represent morethan 1/3 of all peopleinvolved in entrepreneurialactivity. (Source: Global Entre-

preneurship Monitor (GEM) 2005

Report on Women and Entrepre-

neurship)

• Between 1997 and 2002,women-owned firms grewby 19.8 percent while allU.S. firms grew by sevenpercent (Source: SBA, Office of

Advocacy)

• Women-owned firmsaccounted for 6.5 percent oftotal employment in U.S.firms in 2002 and 4.2 per-cent of total receipts. (Source:

SBA, Office of Advocacy)

• The number of women-owned firms continues togrow at twice the rate of allU.S. firms (23 percent vs. 9percent). There are an esti-mated 10 million women-owned, privately-held U.S.businesses. The greatestchallenge for women-ownedfirms is access to capital,credit and equity. Womenstart businesses on bothlifestyle and financial rea-sons. Many run businessesfrom home to keep overheadlow. (Source: SBA, Office of Advoca-

cy and Business Times, April 2005)

• Women are more likely toseek business advice—69percent women vs. 47 per-cent men. (Source: American

Express)

Minority-Owned Businesses• Black-owned businessesare the fastest growing seg-ment, up 45 percentbetween 1997-2002. Rev-enues generated by thenation's 1.2 million black-owned businesses rose 25percent between 1997 and2002 to $88.8 billion in2002. (Source: U.S. Census

Bureau)

• The number of U.S. busi-nesses with Hispanic own-ers grew at three times thenational average from 1997to 2002 to 1.6 million busi-nesses in 2002, a 31 percentincrease from five yearsearlier. (Source: MSNBC)

Seniors in Business• Entrepreneurship amongseniors is growing. In 2002,the rate of self-employmentfor the workforce was 10.2percent (13.8 million work-ers), but the rate for work-ers aged 50 was 16.4 per-cent (5.6 million workers).Although those age 50

made up 25 percent of theworkforce, they comprised40 of the self-employed.Solo business formation inthe future will be driven bypeople who take earlyretirement or whose jobsjust disappear. (Source:

AARP/Rand Corp. "Self-employ-

ment and the 50 Population")

Veterans in Business• In 2004, about 22 percentof veterans in the UShousehold population wereeither purchasing or start-ing a new business or con-sidering purchasing orstarting a business andnearly 72 percent of veteranentrepreneurs planned toemploy at least one personat the start of their venture(Source: US Census Bureau)

Hot markets for smallbusinesses:• eBay drop-off sites• Search engine optimiza-tion and Internet marketing• Performance apparel• Niche health and fitness• Technology security con-sulting• Services/products for His-panic-market (Source: Entre-

preneur magazine, "Newest Trends

& Hottest Markets," January 2005)

HACKETT’S CARPET CLEANING348-0745

(Formerly Big Jakes)1019 MADISON CHARLESTON, IL 61920 • (217) 348-0745

Dave & Kim Hackett, New Owners

• Carpet Cleaning • Water & Fire Damage • Professional, Residential & Commercial

• Janitorial Services • Deodorizing • Stripping & Waxing • Disaster Clean-Up

• Windows • Upholstery Cleaning • Scotchgard • 24 Hour Emergency Service

Hours:M-F 8am-4pm

24 Hour7 Days A Week

960 18th Street Charleston, IL

217-348-5803

Come See Us At OurNew Location!

Charleston’s “Resale” Department Store

Twice is NiceHighest QualityUsed and New

Furniture

Largest ClothingInventory Ever!

Small Biz Stats & Trends

16 � Buy Local Shop Local: Hometown Business - June 2010 Journal Gazette & Times-Courier jg-tc.com

Ten Great Reasons to Shop LocalMoney SpentLocal StaysLocal. By

shopping locally, yousimultaneously createjobs, fund more cityservices through salestax, invest in neighbor-hood improvement andpromote communitydevelopment.

Local Busi-nesses Con-tribute to the

Community. Ninety-one percent of localbusiness owners con-tribute to their com-munity, includingschools, nonprofits andcommunity groups, byvolunteering and mak-ing donations.

Local Busi-nesses Pro-vide Jobs.

Small local businessesaccount for a largeshare of new jobs cre-ated each year and

locally based business-es provide some of themost stable employ-ment opportunities ina community. Theseemployees in turnspend in the localeconomy.

SupportingLocal Busi-ness Supports

Your Neighbors. Localbusinesses are generallyowned by people wholive locally and are partof our community.

Local Busi-nessesMaintain

Our Community’sUniqueness. Today’sworkers are choosingto settle in places thatpreserve their distinc-tive character. Ourcommunities havedozens of small busi-nesses that have beenin town for years, thuscontributing to thetown’s special quality.

Small Busi-nesses OfferUnique

Choices. Local busi-nesses offer shoppersunique products andservices. Independentshops create distinc-tive shopping experi-ences and respondmore quickly to theneed of local cus-tomers, stocking prod-ucts to meet thechanging populationneeds.

ReceiveExtra Atten-tion and

Quality Service.Research shows thatsmall business ownerscompete by focusing oncustomer service andquality goods. Localbusiness employeestake the time to get toknow their customers.

ShoppingLocal SavesYou Money.

Choosing to shop local-ly first saves you gasand travel time whichequates to moneysaved.

Lower Envi-ronmentalImpact.

Local businesses makemore local purchasesrequiring less trans-portation and help sus-tain vibrant, compactbusiness centers,which generally meanreduced sprawl, con-gestion, habitat loss,and pollution.

Entrepre-neurship.Local

entrepreneurship fos-ters economic innova-tion and prosperity.The success of locallyowned, independentbusinesses providesreal-life inspiration toour young people,proving that they canstay in the communityand prosper on theirown terms.901 Broadway • Mattoon, IL 61938 • 217-258-6364

Established 1989, 21 years in business

We Offer:Brighton Jewelry • Home Decor • Gifts

Wind & Willow • Gourmet Items�

New Items

1.

9.

10.

7.

2.

3. 4.

6.8.5.

Card’s has been dealing in appliances for 40 yearsjg-tc.com Journal Gazette & Times-Courier Buy Local Shop Local: Hometown Business - June 2010 � 5

By HERB MEEKERStaff Writer

MATTOON -- The onlybig boxes Chuck Cardcares about are thosethat hold the latest salesfrom his appliance store.

The owner of Card’sAppliance Sales & Serv-ice, 120 S. Ninth, once cutinto the cardboard boxesholding appliances whenhe was in grade school.Card’s is a family storethat has no intention tosuccumb to the “big box”stores anytime soon.

“Our customers knowwhen they come back fora new product they’ll seefamiliar faces here,” saidCard, whose business cel-ebrated its 40th anniver-sary last year. “Our mainphilosophy here is wetreat our customers likewe want to be treated.”

The business at a busycorner in Mattoon sellsmicrowaves, ovens,ranges, refrigerators,washers, dryers, freezersand services in commer-cial refrigeration andlaundry. There is a full-service department inthe store and delivery isoffered as well as instal-

lation of built-ins.Though it has not

always been Card’s, thebusiness has strong tiesto the family’s past. In1969, Chuck Card Sr.purchased Gamble’sHardware at 15th Streetand Broadway Avenue.The store, known asGamble’s, then sold hard-ware, toys, furniture andappliances.

In 1984, the businessmoved east to its currentlocation and Chuck Jr.took over as service man-

ager. Gamble’s ended andthe name changed toCard’s the next year.Card’s concentrated onelectronics and appli-ances from that point.

Then came the elec-tronics revolution thatchanged how televisionsand other devices weremarketed.

“We eventually got outof the electronics busi-ness because it becamemore of a throwawaymarket. When we could-n’t offer console televi-

sions everythingchanged. Most of ourclientele wanted a pieceof furniture not a bigblack box,” Card said.

In 1994, Chuck’s fatherdied and that passed onownership to a new gen-eration. The businessconcentrated more onappliances, delivery andservice. Then cameanother turn of the mar-ket.

“My Dad first wit-nessed the change frompeople replacing wringerwashers with automaticwashers. People wantedthe machine to do thework. Now the bigchange in this business isefficiency models thatuse less water, less soapand less energy. It isnight and day comparingthe old automatic stylesto the new ones today,”Card explained.

Efficiency is also thewatchword for the Cardsstaff, which includesMary VanMatre, DebbieWilliams, Cliff Lee, Ger-ald Baker and DaveCarter, plus the owner,

who also multi-tasks.“During the day I

might be the secretary,the accountant or thesales person. It dependson what time of day youcome in,” said VanMatre,who might work withbanks on accounts or cus-tomer trying to offerdirections for a homedelivery -- which canextend past 25 miles ormore.

“We really do wear allthe hats here,” Card said.He has been in the storefor more years than hislate father.

“I believe I’ve been inthis business now longerthan my father. That washard to realize becausemy dad was in it forever,”he said.

Will there be anotherCard dealt in the appli-ance business.

“I’m not sure my kidswill take over. But I planon being around for awhile longer,” he said.

Contact Herb Meeker athmeeker@jg-tc.com or238-6869.

Card's Appliance employee Debbie Williams polishes the cooktop of a display range Tuesdaymorning (June 1, 2010) in the store's showroom in Mattoon. (Photo by Ken Trevarthan).

Card’sAppliance

Sales & Service120 S. 9th Mattoon

234-8841

1969 - 2010

Family OwnedForOver 40 years

Cultivating Relationships Key for Small Business Owners4 � Buy Local Shop Local: Hometown Business - June 2010 Journal Gazette & Times-Courier jg-tc.com

(MS) — While politiciansmight be wary of admittingit, the nation seems to be in,or at least headed toward, arecession. In April, realestate information firmRealtyTrac reported foreclo-sure filings spiked 112 per-

cent in the first threemonths of 2008, resulting in155,000 families losingtheir homes to foreclosureover that span.

While the housing crisisis definitely a concern, theprospect of a recession is

causing a stir in other areasas well. In the businessworld, a recession almostalways leads to layoffs.While it might seem asthough small businesswould suffer most in arecession, that’s not neces-sarily true. Analysts oftennote that the smaller thebusiness is, the more capa-ble it may be of surviving arecession. Unlike their larg-er counterparts that boast ahierarchy of employees andhigh overhead, small busi-nesses are often more flexi-ble. Also, small businessestend to have more personalconnections with their cus-tomers, a definite advan-tage when money startsgetting tight. Small busi-ness owners looking to cul-tivate those customer rela-tionships should considerthe following tips.

• Do whatever it takes tokeep customers satisfied.While it might be one-sided,customers are more likelyto share an unpleasantexperience with a businessthan they are a positive one.Consumer surveys notethat a person who has had a

negative experience with acompany will tell roughly10 people. During a reces-sion, consumers place agreater emphasis on gettingtheir money’s worth, sohearing a friend speak neg-atively about a local busi-ness could have a very neg-ative impact on that busi-ness’ chance to gain newcustomers. When money istight, small businessesshould emphasize toemployees the increasedimportance of satisfying allcustomers and keeping boththe regulars and any newclients as content as possi-ble.

• Increase trusted employ-ees’ decision-making power.If a customer has a questionbut the owner or manager isnot in, that could lead to alost customer. By givingtrusted employees thepower to make certain deci-sions, such as whether ornot to offer discounts onlarger purchases, smallbusiness owners could bekeeping customers theymight otherwise have lost.In addition, customers willrespect a staff that’s experi-

enced enough to have sever-al people capable of makingdecisions, and are morelikely to return as a result.

• Keep track of any com-plaints. While some cus-tomers seem born to be dif-ficult, it’s good to treat allcomplaints in the same wayand to keep track of all cus-tomer complaints or prob-lems. If the same complaintis brought up time andagain, it’s not an aberrationbut rather a trend. A nega-tive trend will result indiminished business evenduring boom times, andespecially during a reces-sion.A second element to keep-ing track of complaints isthe chance to develop aneffective means of com-plaint management. Cus-tomers often appreciate thepersonal touch smallerbusinesses offer, and thatincludes a more empatheticapproach to addressingcomplaints. Make your com-plaint managementapproach as personal aspossible.

• Image is important. Dur-ing a recession, many peo-ple cut back on their spend-ing. That said, when peopledo decide to spend money,they want to get the mostout of their money. A profes-sional appearance andimage makes a businessseem more credible. Discusswith employees how theyand their appearance areintegral to the company’ssuccess. Make sure facilitiesare clean and safe, andmake sure employees pres-ent themselves in a profes-sional manner, both in howthey speak and how theydress.

We are LocalWe are Family

235-3161Mattoon

345-3309Charleston

342-2740Effingham

The Floor Show Inc.1-800-926-1082

Visit Us Online: www.floorshow1.com

Call Patty Today $10 OFFAt www.jg-tc.com

The Floor Show is a family operatingbusiness with over 25 years of community service.

We service residental & commercial properties in:Mattoon, Charleston, Effingham, Champaign, Sullivanand Everywhere in between.

25+Years3W Meats

Welsh FarmsLocally raised pork and beef

Come In & Check OutOur Beef & Pork Specials

~Specials Change Weekly~

3809 Marshall Ave. • Mattoon, IL 61938 (217) 258-6327

Hours: Thursday & Friday 10am-5pm Saturday 10am - 2pm

jg-tc.com Journal Gazette & Times-Courier Buy Local Shop Local: Hometown Business - June 2010 � 17

Cory and his wife Charity.

Sanders & Co. Real Estate is embarking on their 6th year inreal estate as well as property management and rentals. Theoffice is located downtown Mattoon. Sanders and Co.owner, Cory Sanders, believes in the future of the downtownbusiness district.

Since its opening, Sanders & Co. has grown from 1 realtor to10 successful realtors and 3 fulltime support staff. Also,Sanders & Co. is now successfully managing over 350 properties in Mattoon and Charleston for various owners.

Cory Sanders and his wife, Charity, are life-long residents ofthe Mattoon area. Charity is a 7th grade Special Educationteacher with the Charleston school district. Cory began to

invest in this locale through the purchase of rental housing at a young age. Asthe broker/owner of a growing business in this community, he is looking forward to providing youwith high quality service and continued dedicationand loyalty.

SANDERS & CO. looks forward to assisting you TODAY!

Daughters, Flannery, 9, Piper, 4, andZealand, 2½.

1400 Broadway - Mattoon

Phone: 217.235.4848Fax: 217.235.1855

www.sandersandco.com

Where Do Jobs Come From? New Analysis of Job Gains and Losses from the Office of AdvocacyWASHINGTON, D.C.– Over a recent 15-yearperiod, small business-es created some 65 per-cent of the net new jobsin the private sector,according to conserva-tive estimates cited ina new report from theSBA Office of Advocacy.In An Analysis of SmallBusiness and Jobs,Advocacy economistBrian Headd notesthat many of the newjobs are in new busi-ness startups, but aneven larger share arein expanding firms ofall sizes—particularlymid-sized firms with20-499 employees.

“More and more,we’re finding that both

new startups and ongo-ing high-growth firmshave important roles toplay in the labor mar-ket,” said Acting ChiefCounsel for AdvocacySusan M. Walthall.“Fast-growing firmsscattered across theeconomy create a largeshare of jobs—andbecause no one can pre-dict which idea will bethe next to catch on, it’simportant to create anenvironment in whicha wide spectrum canstart up and expand.”

Advocacy’s analysisof the quarterlyBureau of Labor Sta-tistics data show thatover the 15 years from1993 to mid-2008, 31

percent of net job gains(jobs created minusjobs lost) came fromthe opening of newestablishments. Aneven larger share—theremaining 69 per-cent—were from ongo-ing firms of all sizesthat expanded. (Thesenet figures are basedon establishment open-ings minus closingsand establishmentexpansions minus con-tractions.)

The business cycle isan important factor inthe net creation or lossof jobs. In the currentdownturn, firms withfewer than 20 employ-ees began losing jobs asearly as the second

quarter of 2007. From2008 to the secondquarter of 2009, thesesmallest firms account-ed for 24 percent of thenet job losses, whilethose with 20-499employees accountedfor 36 percent; theremaining 40 percentof job losses were inlarge firms with morethan 500 employees.

The Office of Advoca-cy, the “small businesswatchdog” of the feder-al government, exam-ines the role and statusof small business in theeconomy and inde-pendently representsthe views of small busi-nesses to federal agen-cies, Congress, and the

President. It is thesource for small busi-ness statistics present-ed in user-friendly for-mats, and it fundsresearch into smallbusiness issues.

For more informa-tion and a completecopy of the report,visit the Office ofAdvocacy website atwww.sba.gov/advo.The Office of Advocacy of theU.S. Small Business Adminis-tration (SBA) is an independ-ent voice for small businesswithin the federal government.The presidentially appointedChief Counsel for Advocacyadvances the views, concerns,and interests of small businessbefore Congress, the WhiteHouse, federal agencies, federalcourts, and state policymakers.For more information, visitwww.sba.gov/advo, or call(202) 205-6533.

Your Premiere Memory Care Community

Gowin Parc is a memory care community specializing in walks, talks, hugs & love.

For more information, please call or stop by for a free orientation tour at either location

“The comfort of a PROMISE kept”

Specialists in Alzheimer’s and dementia care

“Individuals are lost in the medical care models present now,” said Theresa Gowin, who has worked in health

care for more than a decade. “It doesn’t have to be that way. There’s got to be something different… and that is

what we feel we have created.

“It’s important we get to know the families of our residents. The family members

know the resident as much as anyone.” This helps Gowin Parc customize its care for

Alzheimer’s residents. Staff members work with a small group of residents each day.

The plan is to get the residents in a daily routine in order to maximize their abilities. The

focus is on the patient’s needs so the schedules and programs work for them.

At Gowin Parc we focus on abilities rather than disabilities. Activity is a key component of that philoso-

phy. Something as simple as folding laundry can help those with Alzheimer's feel at ease and reassured.

Gardening, exercise, crafts, baking, and music programs serve to stimulate memory and self-expression.

Gowin Parc opened its doors in 2006 as a way to help Alzheimer’s and dementia sufferers and their loved

ones with treatment and information on the disease. Just 2 year later, in 2008, Jason and Theresa Gowin decided

to expand their residential care center adding more rooms and a community room.

The new building includes four corner rooms to accommodate married couples. Sometimes, elderly couples

coping with dementia affecting one spouse must separate due to traditional care facility limitations. This way they

can still live together at Gowin Parc, the owners said.

In 2009, Gowin Parc became a provider of the Memory and Aging Network at Southern Illinois University School of

Medicine’s Center for Alzheimer’s Disease and Related Disorders. With the closing of the SBLHC adult day care program in

2009, Gowin Parc added our Adult Day Care program that is available for “anyone who just needs assistance during the day” said

owner Jason Gowin. A second memory care facility opened in the spring of the same year in Pana.

What’s new at Gowin Parc? The Gowin Parc Public Library. Here anyone can get information in a number of ways: printed

informational flyers, books to ‘borrow,’ a computer to do online research, and our staff is available to answer questions.

We have found that many people are under the misconception our services are more expensive than a nursing home. We are

less expensive than you think. Did you know United States veterans and their surviving spouses may qualify for assisted living

benefits? When faced with the realities of today’s economy, it helps to know that you have options to support paying for care.

Gowin Parc has two financial consultants on staff to help guide you to a financial solution.

At Gowin Parc, we never forget that individuals with Alzheimer's are individuals first, with unique backgrounds, personalities and

interests. Moreover, the progress of memory loss varies in everyone, so that a level of care which is exactly right for one person might

infringe upon the rights of another.

We tailor the care of each of our residents to his or her wants and needs. This highly personalized program is made possible by our small

size and unusually high staff ratio.

Our philosophy of care is really quite simple. Focus on strengths, rather than weaknesses. Never stop trying to communicate. Be kind, always.

Theresa and Jason Gowin, Owners

Gowin Parc is your nursing home alternative for Alzheimer’s and dementia care

340 Rt 29 • Pana, IL217.562.3004

300 Lerna Road • Mattoon, IL 217.234.3003www.gowinparc.com

Our Services:• 24 Hour Care • Respite Care • Adult Daycare

• Memory Testing • Small number of neighbors per house

• Compassionate and highly qualified staff

• Person Centered Care / Individualized Programs

• SIU Memory Testing Center • Transportation

• Gowin Parc Public Library

2 � Buy Local Shop Local: Hometown Business - June 2010 Journal Gazette & Times-Courier jg-tc.com

Cultivating Relationships Key for Small Business Owners . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . .4Card’s has been dealing in appliances for 40 years . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . .5The Good and Bad of Franchise Businesses . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . .6SCORE Offers Top 10 Secrets for Small Business Success in 2010 . . . . . . . . . . . . . . . . . . . . . . . . . . .7Hung Up On Local Business . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . .8A Message from the Mattoon Chamber . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . .9Boomers and Business Start-Ups . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . .9Bike & Hike is focused on community relationships . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . .10Marketing in a Weak Economy: A Dozen Ideas . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . .11Reasons to shop at locally owned businesses . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . .12Small Businesses Are Important Players in U.S. Business and Job Growth . . . . . . . . . . . . . . . . . . . . .12Shopping Local Helps the Planet . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . .13Business-owning Households More Likely Than Others to Have Higher Income and Wealth . . . . . .14Small Biz Stats & Trends . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . .15Ten Great Reasons to Shop Local . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . .16Where Do Jobs Come From? New Analysis of Job Gains and Losses from the Office of Advocacy . . .1750 years serving Effingham . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . .195 Tips for Effective Business Planning . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . .19Location Does Matter: Entrepreneurs Create Economic Growth Across State and County Lines . . . .19

100 Broadway Ave • Mattoon, IL 61938(217) 235-5656

Connie Anderson, Classifieds . . . . . . . . . . . . . . . . . . . . . . . . .238-6828Karen Collier, Classifieds . . . . . . . . . . . . . . . . . . . . . . . . . . . .238-6821Shannon Davis, Senior Sales Consultant, Mattoon . . . . . . . . .238-6831Brad Harren, Charleston/Arcola . . . . . . . . . . . . . . . . . . . . . . .238-6834Patti Lewis, Auto & Real Estate . . . . . . . . . . . . . . . . . . . . . . . .238-6832Melody Parks, Mattoon/Sullivan . . . . . . . . . . . . . . . . . . . . . . .238-6837John Leonard, Arthur/Effingham . . . . . . . . . . . . . . . . . . . . . . .238-6838

Carl Walworth - PublisherTammy Jordan - Ad Director

Advertising: To place a display advertisement, call (217) 238-6841 between 8 a.m.

and 5 p.m. weekdays or email advertising@jg-tc.com

To place classified advertising, call 238-6828 or 238-6821 between 8 a.m. and 5 p.m. weekdays.

Features

Graphics: Tara D’Arcy, Brian Miller, Michelle Rappuhn & Susan Young

Buy Local Shop Local: Howntown Business

Reader ContestPrizes:

$50 Gift Certificate to True Value Hardware (Charleston & Effingham)$50 Gift Certificate to The Picket Fence$25 Gift Certificate to Goldies Front Porch, $25 Gift Certificate to Lee’s Famous Recipe $20 Gift Certificate to 3W Meats$20 Gift Certificate to Rhoadside Custard

Instructions:Answer the 30 questions about the local businesses below. The answers are hidden throughouttheir advertising within this special section. Find each answer and list on the entry form, thenbring or mail to:

100 Broadway Ave. • Mattoon, IL 61938

Entries must be received by Monday, June 14.Winners will be announced in the Journal Gazette & Times-Courier Wednesday, June 16th.

Must be 18 years or older to win. Winner is responsible for all applicable state and federal taxes. No purchase is necessary to win. All contest rules and decisions are final. Employees and immediate family members of The Journal Gazette/Times-Courier are ineligible. Journal Gazette/Times-Courier independent contractors and their immediate family members are not eligible.

Name:_____________________________ Phone:________________ Age:______

Address:_______________________ City:_____________ State____ Zip:______

1. Gowin Parc located in Mattoon and ___? _____________________2. What is the owner's first name of Sanders and Co.? ______________________3. What breed of dog does Kieffer's K-9 foster? ______________________4. How many locations does McHugh's have? ______________________5. What is West & Company's website address? ______________________6. What Free Upgrade can you get at Walden's? ______________________7. What are the Owners names at Lee's Famous Recipe? ______________________8. Rhoadside Custard is across from what park? ______________________9. What is Merle Norman's Phone Number? ______________________10. How many years has The Picket Fence been in business?____________________11. What year did Card's Appliance open? _____________________12. At Leisure Pools it is "As Easy As___"? _____________________13. Who do you call at The Floor Show? _____________________14. Burger King is "Still Going and Still ___"? _____________________15. Cellular One has been your what for 19 years? _____________________16. How much is High Speed Internet through Consolidated Communications? _______

17. What does the last 4 digits in Battery Specialist phone number spell? ___________18. Nick & Stacey's House of Paint custom makes each interior stain from an ___ ? ________19. 3W Meats provide locally raised ___ and ___? _______________20. How many varieties of cheese does Goldies Front Porch carry? _______________21. In what year was Cooley's established? _____________________22. At Hi Def Communications HD is FREE for ___? __________________23. What year did Family Health Foods open it's doors? _____________________24. Who owns True Value? _____________________25. How many people can be seated in Lincoln Garden Restaurant's dining room? _____26. Hackett's Carpet Care was formally ___? _____________________27. Twice Is Nice is Charleston's "___" Department Store. _____________________28. Paap Auto Body sets the "___". _____________________29. How much does Double Hammer charge for a Windows Tune Up/Virus & Spyware

removal? _____________________30. Charleston Appliance treats all customers with ___? _____________________

jg-tc.com Journal Gazette & Times-Courier Buy Local Shop Local: Hometown Business - June 2010 � 19

Location Does Matter: Entrepreneurs Create Economic GrowthAcross State and County Lines

50 years serving Effingham

WASHINGTON, D.C.– Entrepreneurialactivity in one U.S.county or state oftenreflects similar activityin neighboring jurisdic-tions, according to ananalysis of geographicand other patterns innew business forma-tion across the UnitedStates. The study, NewBusiness Clustering inU.S. Counties, 1990-2006, by Larry A.Plummer, sheds lighton business activityrelated to levels of edu-cation, industry, eco-nomic growth patterns,and geography. Thereport uses 1990-2006business startup andclosure data from theCensus Bureau’s Sta-tistics of U.S. Business-es.

“State and local poli-

cymakers are continu-ally looking for ways togenerate new business-es, industries, jobs, andeconomic activity,” saidActing Chief Counselfor Advocacy Susan M.Walthall. “The bigquestion is always howand where new busi-nesses are most likelyto grow. This researchprovides some impor-tant clues to the rela-tionships betweenbusiness startups andvarious underlying fac-tors in industries andacross counties andstates in the UnitedStates.”

The study offers anumber of insightsabout new businessclusters, among them:

· As expected, popu-lous counties—LosAngeles, Cook (Chica-

go), and New York—have the highest levelsof entrepreneurialactivity.

· The nation’s interi-or and northwesterncounties—especially instates like Colorado,Utah, and Washing-ton—tend to have thehighest firm birthrates and levels ofentrepreneurial activi-ty.

· Retail trade has thehighest rate of newfirm births, followed bylocal market indus-tries.

· High technology isthe only industry sec-tor specifically favoredin counties with accessto an educated work-force and a localresearch and develop-ment structure.

· New startup rates

in high technology aretied to startup rates inbusiness services, anindication that busi-ness service firms mayform in response tohigh tech entrepre-neurial activity.

· Higher unemploy-ment is correlated withhigher firm birth ratesexcept in the businessservices industries—anindication that busi-ness service firmsdepend on the successof other firms.

The Office of Advoca-cy, the “small businesswatchdog” of the feder-al government, exam-ines the role and statusof small business in theeconomy and inde-pendently representsthe views of small busi-nesses to federal agen-cies, Congress, and the

President. It is the

source for small busi-

ness statistics present-

ed in user-friendly for-

mats, and it funds

research into small

business issues.

For more informa-

tion and a complete

copy of the report,

visit the Office of

Advocacy website at

www.sba.gov/advo.

The Office of Advocacy of theU.S. Small Business Adminis-tration (SBA) is an independ-ent voice for small businesswithin the federal government.The presidentially appointedChief Counsel for Advocacyadvances the views, concerns,and interests of small businessbefore Congress, the WhiteHouse, federal agencies, federalcourts, and state policymakers.For more information, visitwww.sba.gov/advo, or call(202) 205-6533.

Information provided by theEffingham Chamber

For over 50 years, adowntown businessorganization has beenactive under theumbrella of the cham-ber, working with thebusiness owners togain more exposure fortheir businesses andpromoting activitiesthat bring people intoour downtown area.

We have had a suc-

cessful community gift

certificate program for

about 10 years. It has

been on hiatus for the

past year as we've

worked to revise the

program and will soon

be re-launching it in

the community. It has

always generated near-

ly $100,000 annually in

dollars circulated into

local businesses.

5 Tips for Effective Business Planning1. Clearly define

your business idea andbe able to succinctlyarticulate it. Knowyour mission.

2. Examine yourmotives. Make surethat you have a pas-sion for owning a busi-ness and for this par-ticular business.

3. Be willing to com-mit to the hours, disci-pline, continuouslearning and the frus-

trations of owningyour own business.

4. Conduct a compet-itive analysis in yourmarket, includingproducts, prices, pro-motions, advertising,distribution, quality,service, and be awareof the outside influ-ences that affect yourbusiness.

5. Seek help fromother small business-es, vendors, profession-

als, government agen-

cies, employees, trade

associations and trade

shows. Be alert, ask

questions, and visit

your local SCORE

office.

Brought to you by

SCORE, America's

small business men-

tors, at www.score.org.

Ask SCORE

jg-tc comdot

Hometown

BusinessShop

BuyLOCAL

LOCAL

A Special Supplement to the

June 2010

Participate In OurReader Contest!PRIZES TOTALING OVER $150