Jamaican Diaspora Palm Beach meeting: Random thoughts

The last few weeks have been quite hectic putting the December issue together as well as doing the rounds promoting the magazine. I also attended a Jamaican Diaspora meeting in Palm Beach. During the meeting I asked the question about the crime situation in Jamaica. I also asked about the view that the Jamaican government takes of the Diaspora movement.

To clarify, it is not my intent to say forget the Diaspora movement because of the crime or because of any personal political views. But I do have my reasons for asking these questions. Here are my thoughts.

Let’s face it. Jamaica does have a crime problem. But as someone at that meeting pointed out crime is a factor everywhere. In fact, it was mentioned that some elements of crime in Jamaica starts here in South Florida. So we who live here need to stay vigilant as well.

My second question concerned just how seriously is the Jamaican government taking the Diaspora. My concern is that the role of the Diaspora must transcend the government. To that end, the Diaspora must seek to be more than just championing the Jamaican government. It should serve to push the existing government for positive change whether that is political or social change. To be fair the tone of the meeting echoed the thought that the Diaspora can work in concert with the Jamaican government and effect change above and beyond the government as well.

I did agree with the other people at the meeting who pointed out that the Diaspora is only as effective as each participant. So each individual must seek to effect change in his own circle.

A final point on the Diaspora meeting is this: Representative Marlon Hill indicated that the Diaspora is beneficial to both Jamaica as well as Jamaicans living abroad. This is important since there are Jamaicans here in the United States who could benefit from the Diaspora movement as well.

When I interviewed Hill for the September issue he did allude to a game plan to mobilize the Diaspora movement. So far the game plan seems to be taking shape. It would appear things are headed in the right direction. And I am looking forward to playing my part in this movement.

Criticisms

As with anything there are always criticisms. Now, most times you hope that they are of the constructive variety or at least you should try to view them in that light. Well some of the criticisms that I have had (or feedback for a less negative word) include:

1. There needs to be a section that contains jokes
2. There needs to be a more even spread across the tri-county area (a lot of the content came from Broward addresses)
3. There needs to be less emphasis on the obvious.

There may have been others but I will concentrate on these 3 (specifically item 3 above).

Adding a section that contains jokes might not necessarily fit the model of the Caribbean Business Digest but a cartoon of some sort might work. So while I don’t intend to transform this into a comic, a cartoon that has some relevant business tone might be a good attraction. In fact, other business publications do have an editorial cartoon (Business Week has Drawn and Quartered). So I will consider this for a future issue.

The comment about a lot of Broward material is true, and will be addressed. However, the intended reach is even beyond the tri-county area so there may come a time when the content may not have a South Florida connection all together!

The third item above seems abstract. Here is how it came about: I was asked “how do you decide on what to print?” My answer “I try to print items that I believe people will be interested in and know about. For example the Marlon Hill article was chosen because of his name recognition and people know who he is.” Well there in lies a problem. While I think the article mentioned above was timely and useful, it would be a mistake to continuously print articles on people that the readers already know about. After all, in most Caribbean publications and even some non-Caribbean oriented ones Marlon is featured quite often. So the advice given to me was to not print what everyone else is printing, find a different approach.

This will be evident in the Christmas edition in December. That issue will feature a nice mix of articles that are both Caribbean in nature as well as non-Caribbean. The aim is not to confine the magazine to just Caribbean oriented stories but to bring reach and variety to the Caribbean readers and to take the Caribbean beyond the Caribbean community. This approach reflects the basic tenet of the Caribbean Business Digest. So I am eagerly awaiting the release of the December edition to see what the reaction will be.

Applying lessons learned so far

In talking with various people in connection with the magazine whether for a story, advertising or just plain networking I have learned some lessons along the way. Two of those lessons came from the September issue with Marlon Hill and Chef Hugh Sinclair. Hill stated that you should always market your business as if it the largest in the world and to position yourself for any expansion and opportunities that may come your way. Sinclair believes that it helps to document your business plans meaning write it down and revise as necessary. That structured approach lends a formal feel to the idea instead of just winging it or “try a ting.” This allows for a better way of evaluating different scenarios. So as a result of thinking about these two bits of advice I decided to revamp and rewrite my plan for the Caribbean Business Digest. This proved to be quite a revelation!

In doing this I was able to more carefully consider options that I tossed out mentally before. Now those previously tossed ideas are coming back and in some cases presenting themselves in a different light. For example, the decision as to whether to have a print or an online magazine has once again brought itself to the forefront. I still feel that within our community there is a market for the print version. But that does not preclude the online version. While I am not ready to fully offer the magazine online as yet, I am however seeing the need for an online presence and will have a website up and running within the next few weeks. (More on the website in an upcoming post). The previous attempt at an online presence was this blog. Now I have the opportunity to use both (in different ways but in tandem with each other) to promote the Caribbean Business Digest.

The website will be used to promote the print version of the magazine and will seek to draw surfers to subscribe to the magazine. This strategy will be used for the short term (6 months or so) and then the question of an online version will be considered once again. I am of the view that an online version would have to be issued monthly at a minimum and since the magazine is currently bi-monthly it may not be feasible to move into that option of the online forum just yet.
However, once the website is up and running, I will have an opportunity to evaluate the online feasibility. More on that so stay tuned.

Request a copy of the latest issue of the Caribbean Business Digest by sending an email to maxwell@caribbeanbusinessdigest.com.

Startup tips and survey for potential entreprenuer

Entrepreneurs I have spoken to have all demonstrated both passion and enthusiasm for their businesses. It is a fact that most people do dream about owning their own businesses. However, starting a business is never easy as most business owners will attest to. I found this article online that gives tips about avoiding the business start up grave. There is also a little survey included (look carefully so you don't miss it) that helps to assess whether someone is ready to take that plunge into entrepreneurship. Click here to view article and survey.

While the survey is not conclusive by any means, it is a quick litmus test and did prove to be an eye opener. These are practical questions and point to one thing: entrepreneurship can be very challenging. For example, while cash flow management is essential, for the small start up cash in flow can be erratic while expenses are often time pretty constant. Bills arrive monthly like clockwork. Therefore, disruption in the revenue cycle can wreak havoc. So proper businesses and personal household planning becomes critical often times causing a change in lifestyle and personal spending habits. This is one of the aspects that stood out most to me.

My score on the survey indicated among other things, a high interest in entrepreneurship (which is no surprise given the nature of the magazine). Some people may be born with innate ability to be an entrepreneur as was brought out in the Marlon Hill feature article in the September issue. In some cases the interest has to be nurtured. But, entrepreneurship tendencies may not be enough as life circumstances may hinder the entrepreneurship process as the survey will bring out.

Request a copy of the September issue by emailing mmaxwell.cbdigest@gmail.com.

September Review Part 2: Attorney Marlon Hill, Esq.

A few comments and updates on the September issue takes a look back at some of the items from my discussion with Hill that did not make the article.

- Attorney Marlon Hill intimated that the line between a path to success and failure can be a fine one. He stated “you could have been interviewing me from a jail cell." Who knows what life would have brought him if his mother moved back to Jamaica after becoming frustrated with the school system. That is profound! But, most of us can relate to a statement like that.
- His law firm delancyhill PA, declined a buyout from a larger firm, because in his mind that would render him obsolete.
- Hill emphasized that whatever business you are in, “promote it like it is the largest and best business in the world” even if it is just made up of one person. Above all be ready for opportunities that may come your way.
- On his show Caribbean Crossroads, his most memorable guests included Dr. Percy Ricketts, a licensed psychotherapist who deals with parenting issues. The issue entailed whether corporal punishment of a child is essential in child rearing. Hill himself does not believe in corporal punishment, though he himself caught a few lashes while growing up! His ideal guests (if it were possible) would include The Honorable Bob Marley, along with Barrack Obama and Maya Angelou.
- Hill believes he was born with entrepreneurship insights. Though he believes that people are born with those tendencies, they can also be learned and so the value in a business school is not diminished. Formal training can polish off and hone those talents that come naturally to us.
- While he views Jack Welch as risk taker and Bill Gates as brilliant, he reserved the word innovator for himself! Though refreshingly humble, he obviously believes in himself. An additional description for himself: “throws a good party!”
- His work with the Jamaican Diaspora seems to be off to a good start. Already he has arranged a few meetings. Minutes from these meetings are disseminated via email so that people are kept updated as the latest developments with the Diaspora. Add your name to the mailing list by sending an email to info@marlonhill.com. No doubt he is addressing the lack of awareness of Diaspora developments within the community and keeping true to his word of having informational meetings to inform and educate. He is already making progress!

September Review Part 1

The September issue was well received judging from all the feedback. The most common comment has been “this is so needed in the community." That is refreshing to hear and encouraging as well. The areas that came in for compliments were the cover and the layout. So the tone for future issues has been set.

A few items to note that did not make it into the articles:

- GCACC Chamber president Tanya Ragbeer made a salient point when she mentioned to me that she is a wife and mother in addition to being in a senior position at a local bank. The demands on her time (and other Board members for that matter) are great but she still devotes time to what she calls “a worthy cause." She is able to contribute as much because her employers apparently realize the importance of community involvement as long as it does not interfere with normal job functions.
- The chamber is made up predominantly of small business owners. Hopefully, in the future there is more of a push to get non-business owners involved as well (and hopefully they will want to be involved).
- Chef Hugh from Chef Irie Spice maintains that above all else he is in the people business. So he places a premium on customer service. “If people really understood what it takes to be in business they would be more appreciative of small business owners”. Enough said on that one.

GCACC and the Breast Cancer Center at Memorial Hospital

I am certainly busy keeping up with the different events targeted at promoting the Caribbean Business Digest. On Thursday, the GCACC sponsored an event in collaboration with the Memorial Hospital in Miramar that involved a business social meet and greet followed by a presentation by Hospital staff on breast cancer and provisions for the uninsured in the Broward area. This was an ideal opportunity to network and learn something as well.

As far as the networking is concerned I spoke with the chamber president elect Albert Lettman and another Board member-elect Nick Baugh. My comments to Nick were that he should put before the Board when he finally takes office in January the need for advanced communication and marketing of Chamber events. That would give individuals more time to plan on showing up thus ensuring that the event is well supported, as well as give non-Board members an opportunity to contribute by volunteering time. I also met a banker that works in the Boca Raton area and pitched him the idea of a networking event in Palm Beach and he was receptive; so my list of supporters for the Palm Beach networking project is growing.

Important lesson I have learned is to never pass on an opportunity to promote your self, product or service. So of course, I took the time to give a little presentation about the magazine and hand out and collect business cards.

The discussion on breast cancer was quite revealing as the stats show that African American women are at an increased risk of dying from this cancer. Interestingly too, men can fall victims to breast cancer as well. There was a touching testimonial by Arianne Abraham-Howey about her battle with breast cancer and her survival of it thanks to the staff at Memorial Hospital. The bottom line is: talk with your doctor about breast cancer and get a mammogram. Much credit must go to the chamber and the hospital staff for educating us on this silent killer.

Jamaicans of the Palm Beaches

I had the privilege of attending the September meeting of the Jamaicans of the Palm Beaches this past Friday and left very optimistic of future interactions with this group. The president Damian Bodden and immediate past president Marcia Bodden were very warm and receptive to my attendance.

I pitched the magazine to the members and all seemed interested in the idea of the magazine. Each member grabbed a magazine and a couple grabbed extras to distribute to friends. So it was a good night in the promotion of the magazine. In addition, I already secured an advertiser for the next issue.

The organization itself is a very community oriented one. The members help with community programs devoted to the health and wellbeing of the community as a whole. From helping with flu shots to educating about cancer, this group is making a difference. I am excited about this alliance and fully intend to be a member of this organization.

As part of the meeting I asked about the possibility of organizing business social networking events in the Palm Beach area with their group as the foundation for these events. Thankfully, they were receptive of the idea and further talks will take place to make this a reality. As it turns out this was attempted a while back but the idea died, but now may jut be the right time to revisit this project. To add weight to this venture, the Greater Caribbean American Chamber of Commerce is willing to work with the Jamaicans of the Palm Beaches along these lines. The chamber (which aims to cover the South Florida area) is looking to extend its reach in the Palm Beach area. So this could be the start of a nice alliance that can be beneficial for all parties involved!

As a side note, the Jamaicans of the Palm Beaches is looking to change its name. The organization has grown and now appeals to areas outside of Jamaicans. So a less restrictive name is being sought. This is no doubt a clever move and I am looking forward to hearing what the new name will be!!

Peer to Peer Lending and the Caribbean community

In the September issue I raised the question about Angel Investing. In my reading I came across an article on CNNMoney that talks about peer to peer lending. View the article here. The idea is that individuals join a network either as a lender or borrower. Borrowers are grouped by creditworthiness and the administrators of this system take funds that the lenders provide and allocate to borrowers for a small administrative fee of course. Small loans that traditional banks might not provide can be filled. Lenders get a return on their capital and borrowers often times pay a lower interest rate.

I wonder if this could work as well for our Caribbean owned small business. This would definitely help in the area of funding. The culture we share is unique enough and at times we as Caribbean folks can be distrustful and skeptical. Borrowers too will have to submit a profile according to the article and that can be a turn off we don't like our business "out on the street!" But I always maintain that we are innovative and enterprising and find ways to make things work. Perhaps with time we can marry the innovation we possess with new ways of doing business so that we can take Caribbean entrepreneurship to the next level. And perhaps something like this could work.

Email Mmaxwell.cbdigest@gmail.com to obtain the September issue of the Caribbean Business Digest.

September Issue Preview

The September issue promises to be interesting and insightful. The feature article highlights Marlon Hill, Esq. who is now the Jamaican Diaspora representative for the Southern United States. He talks about his plans for the Diaspora and his radio show Caribbean Crossroads. Hill is the co-founder of the Miami law firm delancyhill, PA. See excerpt below.

Also in this issue:

- An interview with the president of the Greater Caribbean American Chamber of Commerce, Mrs. Tanya Ragbeer who talks about the role of the chamber in helping Caribbean businesses in the South Florida area.

- Architect turned Chef Hugh Sinclair, executive chef and owner of Chef Irie Spice tells his story about switching careers and the business of being a personal chef.

- Truck Driving: Caribbean drivers talk about their life on the road.


Excerpt from Marlon Hill feature…

“The role of the Diaspora is to help in the understanding of ourselves as a community and to preserve culture. This is more critical in the case of children born of Jamaican parents here in the United States. Failure of the Diaspora to play an effective role will result in an erosion of the culture and a loss of identity.

According to Hill the show Caribbean Crossroads “is a cross road of politics, culture and community affairs and a reflection of things that are important and will improve the quality of life of the listener”. He aims to inform and entertain and provide information that will have practical application and motivation to families and businesses. This is something that Hill can personally relate to….”

See entire article in September issue of the Caribbean Business Digest. Request a copy by sending an email to MMaxwell.cbdigest@gmail.com.

Caribbean Business Digest - Valuable resource!

This post is why I started the Caribbean Business Digest in the first place. Quick flashback: When I had the initial idea of the magazine, a friend told me that if the magazine helped one person then the magazine would be a success.

Well, I had a conversation today with a budding entrepreneur who is well on his way to starting his own small business. While I won't comment on the nature of the venture itself, I was pleased that he is in the process of using some of the resources from an article in the last issue. The issue contained a feature on the Small Business Development Center at Florida Atlantic University which is a resource that provides advice, planning and training events and seminars for business owners.

Of course, I felt really good at hearing this. This meant that the magazine is proving to be helpful in identifying sources of assistance to business people. That is one of the basic tenets of my young magazine. Of course, this gives me all the more reason to believe that this venture will prove successful.

To get the latest copy of the Caribbean Business Digest, send an email to MMaxwell.cbdigest@gmail.com

Business Networking Events in Palm Beach

As part of the Caribbean Business Digest's strategy, I am seeking to form alliances with various business and social organizations that play a pivotal role in furthering the Caribbean culture and interests. My research has lead me to realize that there is no business group in the Palm Beach area that catered to the Caribbean business community. So I am looking to organize a business networking event with the aim of bringing the Caribbean business community together in the Palm Beaches. It is my belief that the area is primed for such an activity and this type of event would aid in the overall development of the Caribbean community. Additionally, this would be a good launching pad for the magazine as well.

Recently I met a young lady named Gillian, from Trinidad who shared the same view so I will be looking forward to working with her in the next few weeks to see if we can get this off the ground. The Greater Caribbean American Chamber of Commerce is seeking to incorporate the Palm Beaches in their activities so hopefully we can coordinate our efforts in this project.

In addition, I made contact with a social organization, Jamaicans of the Palm Beaches which is in Palm Beach county. I am hoping we can form an alliance with this group to see what help they could offer with this project. Even though this is a social group, I hope we can find some middle ground where this project could be beneficial to all parties involved. While it is early days yet and there I much work to be done, I am hopeful. At the very least I hope this group will play a part in the magazine.

I was also made aware of another organization in Palm Beach called Caribbean Americans for Community Involvement. I am looking to from alliances with them as well. Organizations such as these are vital to the development of the community within which we live and their support is vital to the development any business networking in the area.

Hurricane Ernesto (or is it a Tropical Storm?)

Well as South Florida braces for Hurricane Ernesto, everyone (small, medium and large businesses as well as individuals) is doing what is deemed necessary to prepare for it. Business owners have twice the headache given that they will have to take precautions for their residences as well as their businesses. Not only are the physical, tangible assets in need of protection but also the intangibles such as business contacts and relationships. Deals get put on hold until after the hurricane passes as everyone takes steps to stay safe.

This also affects the budding Caribbean Business Digest magazine. Two important meetings got put on hold as a result of Ernesto and one advertising deal got put on hold. The advertising deal itself should go through while both business owners that I was scheduled to meet with agreed to reschedule. The problem here is that we all have no idea of the severity of the hurricane so the consensus is that we should take steps to stay safe and then once things return to normal then we can reschedule. So it is a wait and see approach. This will no doubt translate in a delay of the upcoming issue and how much of a delay is uncertain at this time.

Interestingly, the Caribbean Business Digest’s first issue had an article about Hurricane Preparedness. Hopefully, the article proved beneficial and those steps are being followed with Ernesto on our doorsteps. Let’s continue to pray that the damage if any is minimal and normalcy resumes forthwith!

To obtain a copy of the Caribbean Business Digest featuring Hurricane Preparedness, send an email to mmaxwell.cbdigest@gmail.com

GCACC Let's Talk Forum Part 2

The next issue will contain some discussion about the GCACC Let’s Talk forum. Pick up a copy to read more about the issues that arose.

But I will mention one thing that came up at the meeting. Apparently, there is a lack of support from the business community for the Caribbean owned newspapers. This means that the businesses are choosing to spend their advertising dollars in other areas. Members of the audience said one reason for this is that the Caribbean owned newspapers are unreliable and late in delivery and does not have the same reach as the larger newspapers do. So the question was posed: can there be some collaboration among the various Caribbean newspapers so that there can be an alternative to the larger newspapers? There was general snickering and laughter in some areas of the audience at the question. The consensus is that each newspaper is unique and each has different strengths and so a combination would not be ideal

Here is my take on this: In today’s business environment alliances and mergers are not uncommon. There is an emphasis on looking for new ways to do business to create win-win situations for all parties involved. Should two or more Caribbean newspapers combine, there could be some value in that.

That would result in two things that would prove beneficial to the Caribbean community. First, there would be an alternative newspaper that will provide reach across the tri-county area that business owners can spend their advertising dollars with. Second, if advertising dollars are being spent elsewhere, then the Sun-Sentinels and Miami Heralds will have to take notice. Then they will have to pay more attention to the Caribbean community and dedicate more column inches to the community. And of course that is one of the complaints that we have with the larger newspapers.

The reluctance to work together by the Caribbean newspapers therefore is not in my opinion, business related. It could be a question of culture. As a community we have to trust each other which is the aim of organizations such as the GCACC. Events such as the Let’s Talk forum do go a long way to work across these cultural biases. Hopefully, with time we can get to a point these newspapers (and other businesses) would collaborate and join forces to give us a stronger voice and a concentrated economic power.

Making the rounds....... GCACC Let's Talk

As I continue to make the rounds to establish the magazine, I attended the annual event put on by the Greater Caribbean American Chamber of Commerce Let’s Talk forum. This is an event where the chamber invites members of the media to speak to various issues that face the Caribbean community. This is done in a panel format. The media was well represented as there were representatives of The Sun-Sentinel and The Miami Herald as well as HOT 105 who represented the bigger media entities. And of course the Caribbean media was also out in full force with the Caribbean Community, Caribbean Contact, WTPS 1080 among others represented. And of course the Caribbean Business Digest!!

There was a point where a question was posed to the panel about the coverage of businesses (after all GCACC is a business chamber). This was my opportunity to mention my magazine and of course I raised my hand and when given the chance to speak, informed the group that I have started a businesses magazine where I hope to bring Caribbean owned businesses and individuals into the spot light. After my short sermon, there was a round of applause and I will take the position the audience was pleased with the idea and promptly demonstrated this!!

I think that the idea behind this event is excellent. I am scheduled to have a sit-down with Tanya Ragbeer, the chamber’s president this week and hope to talk with her more about the chamber’s work. So make sure to pick up a copy of the next issue available at month end to learn more about the chamber and its activities.

In closing, there is one suggestion I will make to her. I think that once a year is too seldom for a forum such as this. This event should be held at a minimum twice a year or even better once a quarter. In this way, the issues are kept in the fore front. Progress can be noted and weak areas can be addressed. Just before the meeting ended, a gentleman asked what will be the outcome of all this dialogue. My fear is that the next annual event will just rehash the things we spoke about last Wednesday night. More frequent meetings could force the media represented to present action plans whose effectiveness could be evaluated.

Developing personal relationships and ............ classified ads

I received a phone call yesterday from someone who wanted to place a classified ad in the upcoming issue. The individual inquired about the nature of the magazine, the cost and deadline for submitting the ad information. Though I was little bit taken aback by the phone call I provided the required information. I did not think that there would be much business from classifieds (the person indicated that she was seeking employment and needed to reach businesses) but it was a welcomed call. As my wife Nicole Ann pointed out, it means that the magazine is getting circulation.

While at the barbershop in Palm Beach last week, my barber remarked that I was the first person to wait specifically for him to get a haircut. Now I call him each time to make an appointment for my haircut. I made a mental note on my way home to tell him the next time I go there that he give each new client a card so that he can build his own clientele. After all that is what most small business owners aim to do. Whether it is catering, legal or accounting services, it is all about developing personal relationships.

In executing the idea behind the Caribbean Business Digest, that is what I aim to do. In speaking with various business owners, I aim to develop a personal relationship with each as I aim to tell each story that is unique. That will be quite a challenge. Stay tuned.

Cover design finalized

The design for the cover of the August issue has been settled on.

Initially I had contacted two free lance designers that I had met at the last monthly meeting of the Greater Caribbean Chamber of Commerce. I got a quote from the first one which was a little bit out of my range. The second submitted a couple samples of what the cover could look like. I liked what he submitted and submitted a few ideas to improve upon the samples. However, while wanted for him to submit the change I came across a third person who free lances and after explaining the magazine to her, she agreed to submit a sample cover design.

Upon receiving it, I immediately knew that I found the right design. She also agreed to work with me on the magazine layout. With the magazine design and layout in good hands I can continue focusing on marketing the magazine.

I will continue to maintain contacts with the two designers I met at the Chamber meeting. After all, it is important to maintain relationships and I am sure I could use their services in the future.

A quick look at the upcoming issue

Before posting today's blog, I thought it necessary to put my picture up and add the photo to my profile....

The second issue is in production and already some exciting changes are taking place. Among the delightful articles will be a piece on Marlon Hill Esq. as he talks about the development of delancyhill, PA, the law firm he founded with his partner and high school friend Michele Delancy. Hill was recently been named as a representative of the Jamaican Diaspora and he has also debuted his radio show Caribbean Crossroads. This promises to be a real interesting article with some real thought-provoking insights from someone who is very committed to the Caribbean community in South Florida.

The second issue will also feature a more enticing and attractive cover and colorful graphics. As the magazine takes shape, it is essential to develop a colorful theme that is characteristic of the people that it is intended to appeal to. So a lot of work is currently being done to make this a reality.

A major aspect of any venture is sound financial planning and discipline. So everything becomes a cost benefit analysis. With limited resources (as every firm will attest to) it is imperative that the magazine obtains advertising dollars to support it. So the phone calls to various businesses will continue to try and get credibility and advertising dollars from potential advertisers. At this point the going is slow but promising.

A look back at the first issue...

The responses are in for the first issue. Most agree on two things: first, there was a noticeable absence of pictures and graphics. Second, the idea behind the magazine is great. The majority loved the idea behind the magazine and thought that this is needed within our community. I had the opportunity to present the magazine to a small group of small business owners at a recent meeting of the Greater Caribbean Chamber of Commerce. The magazine was widely accepted and most lauded the initiative. But, most also agreed that to take the idea to the next level there must be a more visually appealing publication.

There was some method to launching the magazine sans pictures and graphics however. During my research, I realized that to be accepted readers will look at the quality of the articles. If the quality of the articles is poor then readers would shun the magazine regardless of the graphics and pictures. So my total focus was showing the type of articles that would be a regular feature in the magazine. But in the final analysis, the feedback was good and the production of the second issue is well under way.

The first issue featured a contribution from Mrs. Jene Williams-Rhoads and Mr. Richard Benrubi from the law firm of Liggio, Benrubi and Williams, PA out of Palm Beach. The article is appropriate due to the fact that we are in hurricane season and this issue is a real problem that South Floridians face whether they are of Caribbean descent or not. So many thanks go out to Mr. Williams-Rhoads and company. In fact, Jene was the first to agree to submit a contribution to the magazine and I am indebted to her for her cooperation and support.

The article on the FAU Small Business Development Center was facilitated by Maggie Gunther. This center represents a vital area where small business owners and potential entrepreneurs can tap for assistance. I am actually looking to working further with the center on different initiatives as the magazine takes root.

Spirit Airlines agreed to a question and answer interview that was done by email. Initially, I wanted something a little more in depth but decided that the article needed to be light and not so intense. The contacts at Spirit, Natasha Babulal and Rebecca Rivera, were cooperative in helping to put the article together and I am looking forward to communicating further with them about their commitment to the Caribbean area.

The piece on hurricane preparedness was again timely and appropriate. Not only are individuals seeking to protect their personal property but business owners have to protect their businesses as well. Initially the focus of the article was the effect that the prior year’s hurricane had on the Caribbean community. However, the writer Noreen Compton found that most owners in the community would prefer not to relive the ordeal so we ended focusing on how these owners can prepare for this season instead.

The feature story was on Soccer World and was the most fun to put together. Steve Shand the owner was receptive to the idea and after a quick phone call to him to explain the concept of the magazine, he agreed instantly. One of the things that he said that stuck with me was the fact that it takes money to make money. He is right in that rather simple comment. He also emphasized that honesty was extremely important in the business world.

The final article was part one of an introduction into the world of trucking written by George Leposky. Various requirements that are necessary to embark on a trucking career were discussed. This article sets up part two which will center around what truckers of Caribbean descent have to say about their life on the road.

As a result of the first issue, the FAU Small Business Development Center requested to use the story on Soccer World as part of their success story feature series. So thus far I have concluded that the first issue was a success. If each issue has an ending such as this then the magazine would have served its purpose.

First Issue Completed and Distributed

Well I am happy to say that the first issue has been published and distributed. I will offer my thoughts on the first issue in a later post. But today I am inclined to write about the distribution of the magazine.

The magazine is being distributed for free and is available at selected locations throughout the tri-county area. These carefully chosen locations include restaurants, a bank and other professional offices. All the owners have been real receptive to the idea behind the magazine and were more than willing to allow me to place the publication in their place of business.

During the distribution route, I ran into an old friend at a Jamaican restaurant in Miami across from the Miami Dade Community College. The name of the restaurant is PepperPot. We had a long talk catching up on the past several years. He was really supportive of the magazine and was more than willing to allow me to place the magazine in his restaurant. We tossed a few ideas back and forth and he provided me with a few leads to pursue as far as securing some advertising commitments. We also talked about the challenges he faces running the business that he took over from his father. The restaurant will be 30 years (I think) in existence next year. As I sat there talking to him I thought to myself this is a story in the making. To round out our discussion he pledged his support as far as advertising is concerned for the next issue. Surely this is excellent news as I put together the second issue that is due out the end of August.

Another interesting stop on the distribution route was my meeting with the head of the Greater Caribbean Chamber of Commerce who is the manager of a bank that is situated in a predominantly Caribbean community in Broward. I had met her once before but had spoken to her a few times. She has been extremely supportive and encouraging about my magazine idea and was thrilled that the first issue is now in existence. She allowed me to place the magazine in her bank and offered to pass on any feedback that she is aware of. That type of support is essential for a variety of reasons, none more so than the fact that she is the head of a prominent organization that is in contact with local entrepreneurs that I am reaching out to. In fact the next members meeting for this Chamber is mid July. I plan to attend this event to further pitch my magazine.

I have some additional avenues that I aim to pursue for distribution. This area will need constant evaluation as I aim to ensure that the magazine is reaching the intended audience. And of course there is the never ending search for new ways to reach out to the targeted audience. So new channels will be added for the upcoming issue. One of those avenues will entail visiting various social and civic organizations that are aimed at the Caribbean population in the Dade Broward and Palm Beach counties. More on that later

So all in all everything went on as scheduled. Now that the magazine is in circulation I am eagerly awaiting any feedback on it.

In closing, I came upon an interesting situation while in the distribution process. In Lauderhill, there is Caribbean restaurant/bakery that is a franchise called Golden Krust and has a drive through. So I am wondering if this is the first (or only) Caribbean restaurant that has a drive through. Will keep on the lookout for this....................

Early Planning

In looking back to the time when I pondered over my approach to starting the Caribbean Business Digest, I recall two important decisions that had to be made. Those decisions were concerning getting the magazine printed and the frequency of the magazine (weekly, monthly etc). Well, the printing decision had two options really: self- printing or outsourcing. Interestingly this is no different from what a lot of companies do. In the business world, companies routinely have to decide if there are processes that they are better off doing in house or sending out to do. In some cases, these companies have to decide whether the outsourcing will take place overseas (Mexico, China etc). Well, as I thought about whether to self print, my old business classes from way back when came flooding back as I mapped out cost for printer, supplies etc. Well there are a couple of factors that surfaced that rendered that idea unworkable. First, in order to do this I would need a substantial capital outlay for a commercial printer and then would need someone to operate it. After meeting with a couple sales representatives I was convinced that the smart way to go would be to find local printers that perform the service for me. So I performed a search online and found there are numerous options to choose from. Before settling on the printer of my choice I remember sending out for quotes for my media guides and business cards. A few businesses gave me quotes via email without seeing the document that needed printing. In one particular case I got back a quote that I thought was favorable. However after sending the files I was told that the price list was old and the quotes were not accurate. So I asked for a quote from the correct price list to which I was then told that the sort of service I needed could not be met by this company. The company is located in Broward County and I remember thinking that perhaps the owners had a publication of their own and this was their way of stifling the competition. After more rational thinking however, I came to the conclusion that the company itself just did not engage in the printing of magazines. Amid the comical and aggravating times, I finally decided on a print shop to carry out the printing function.

The second decision that I had to make was the frequency of the magazine. Initially I wanted to do it bi-weekly. While ambitious it was not nearly feasible as I found out in putting together the first issue. My preference is for a monthly magazine and I hope to produce the Caribbean Business Digest on a monthly basis in the near future. A bi-weekly magazine would create an enormous amount of work to get the articles written, proofread, edited and properly laid out. At first I thought bi-monthly would have been too far apart for the magazine to keep readers’ interest. Monthly, I believed would have been just right. However, I ended up settling for bi-monthly due to the economic factors. Additionally, bi-monthly allows for adequate time to properly research articles of interest to the targeted readers and gives more time to woo potential advertisers in between issues. I remember meeting a freelance writer from the Sun-Sentinel at a banquet honoring Jamaican entrepreneurs (where I heard a dynamic speech by Aubyn Hill). I shared my idea with her and she asked me a few pointed questions about the project. In the end her advice was to do a bi-monthly publication as this would allow the idea to take root and it would introduce the magazine to readers in a methodical way. Turns out she was right and that is the approach that I will be taking.

With the printing decision and the frequency of the magazine all wrapped up, decisions now center around the articles to include and the approach to take for marketing the magazine to advertisers. I will address these in future blogs.

First Issue Completed

The first issue of the Caribbean Business Digest has been completed, edited and sent to print. While I wait for the printing process to be completed, I can look back with satisfaction at having gotten to this point. True, the inaugural issue is a little bit later than I had planned but the lessons along the way have been duly noted. However, in this post I want to address a different issue and save the lessons for a future blog entry. Today, I will give my thoughts on the whole print versus online debate that I faced (and still face).

In the not so distant past, print media carried a lot of weight even throughout the introduction of television. Newspapers were quite the behemoth but now may appear to be of dinosaur proportions in the internet age. Most companies are now spending more and more of advertising dollars on web advertising. One reason that they are so attracted to this form of advertising is that its effectiveness can be measured (fraudulent clicks notwithstanding). Banner ads appearing on websites invite web surfers with the “Click Here” invitation and each surfer that “clicks through” can be tracked and counted. The same is not true of print advertising. It is a little more difficult to gauge the effect that the print publications have.

So much so that most if not all large newspapers now have an online version since advertisers are pushing more dollars into their online budget. Even more telling is that a few of these are considering dropping certain content from the print version (such as stock price information). After all, up to the minute stock information can be viewed quickly online in virtually real time. (I believe The New York Times is considering such a move provided that they have not done so already). Business magazines too (Forbes, BusinessWeek etc) all have online versions of their publications.

So why was the decision taken to have the Caribbean Business Digest be print as opposed to an online magazine? Well as was pointed out to me, the print versus online debate is one that all print media publishers have to consider whether they are giants (Forbes, Sun Sentinel) or just starting out (The Caribbean Business Digest) or serving a niche market (Caribbean Today, CN Weekly). Now all the examples that I have quoted thus far still has the print version. BusinessWeek for example, has not abandoned the print version when it launched businessweekonline.com. So there is still value to the print publication. I believe the print publications remain as a staple and back bone to the field of communication.

I do also believe that there is a shift in the purpose of print with the introduction of the internet. No longer is the print publications relied upon for news. No; there is the internet and television for that. Or even your cell phone! But leisure reading and commentary still are more effective in print format. And given that the Caribbean Business Digest is more commentary rather than news reporting, I believe that print is the way to go in order to build a foundation for the magazine. If longevity is to be achieved, the acceptance within the Caribbean American community must occur. And that acceptance will come from targeting the places that Caribbean Americans frequent and at least in the initial stages that is best accomplished by the print version.

The online version no doubt would have been much cheaper to produce but a lot of the work would still remain (editing, formatting etc). (More on that experience in a future post). Nevertheless, I fully intend to launch a Caribbean Business Digest web site in the near future since it is a necessity. But for now I have made the strategic decision to go with the print version in order for the idea to take root and gain acceptance.

Working vacations - getting away

I am writing this from the wonderful city of Toronto where my wife and I are visiting friends. Here the discussions focus around babies (our friends just had a baby boy) and soccer (Manchester United vs Arsenal and the World Cup). I am an avid United fan while my friend is an Arsenal fan. Even though I am away for the Memorial Day weekend, my thoughts inevitably turn time and again to my magazine.

It reminds me of an interview I had with the owner of a specialty store who told me that he has not had an all out vacation in a long time. Usually when he gets away it is a working vacation, meaning that he combines work with leisure. He would have to call on suppliers and customers while trying to get away to the beaches or clubs or other areas he likes to hang out.

Now there is a big difference with what this business owner does and what I do. His business accounts for how he feeds his family but my venture is a venture on-the-side or a weekend project. I still have my 9-to5 which pays the bills and my career is intact. So while I can take vacations in the true sense of the word, most small business owners have to roll their vacations in to their business trips.

Despite the fact however that this is a vacation weekend getaway for my wife and I, I still make mental notes about what to do when I get back. As a matter of fact, my flight from Fort Lauderdale was 3 hours and I took that time to write an opening "welcome" letter that I aim to print that will introduce the magazine to readers. That was 3 hours well spent.

I guess there is no getting away anymore.

Networking in the Caribbean community abroad - is it valuable

Well, in starting up my magazine one thing I knew I must do is to network: get in front of various individuals out there that are known in the community and see what they think about the idea and if they would support it. This is probably much more important than securing any advertising commitment. Once you make the right connections and gain credibility then your idea will be supported and then hopefully the dollars will follow to sustain your venture. So the story that I want to relate here will open up what has become my new lease on life: networking is valuable and so is taking care of your community (whatever and whoever that community consists of). See, the mistake I have made here after being transplanted from Jamaica to South Florida is that I have been indifferent at times where fellow Caribbean brethren are concerned. Now that is not the same as turning your back but the results are no different.

So here I am approaching this well known member of the community in Broward County and pitched the idea to this individual who turned to me after I was done and said "You know I have never heard of you. If you have been around I am sure I would have heard of you" At this point I explained that I was basically new to the scene (in terms of trying a venture, NOT new in terms of living in the area). Then I was asked well did you get involved in this and that to which the answer was no (this was not that long ago and we are still involved in the whole immigration scenario with Congress etc). And then it hit me what she was saying. If you take care of your community your community will take care of you. See I came to realize that if I had been involved in the community all this time I would not have the credibility problem. But now I do. So I researched organizations that I could get involved in, which was easy beacuse this is the fulcrum of my magazine. And then applied for membership with the full aim of getting involved. It is situations like this that I hope to help others avoid in the future.

When I came here to the US, I went straight to college. There was always emphasis on networking but there was no real push to network with the Caribbean community (or maybe I chose not to see it). But as part of my magazine evolution I hope to put it out there to students (and to business leaders) that this is important. I think it is overlooked at times that our business leaders look to help businesses but not the students as much. So hopefully we will get that to change a bit. I know I have already changed in this regard, having learned my lesson. It was a harsh one but the conversation that I mentioned earlier is one of the best lessons I have learned in "mi ole age!"

Selling advertising

My experience thus far in trying to start this publication has been trying. Since I am not one who considers myself to be a salesperson, it is most awkward to call people up on the telephone and ask them to advertise in my magazine. Even much more difficult is the fact that I am asking them to advertise in a magazine that 1. they have never seen and 2. has not yet been published. Talk about a tough sell. I remember quite vividly the first time I heard someone say "I am not interested!" That should have been a deflating moment but instead what I heard was "You are in the game now." So I grabbed the next number and proceeded to call.

My advertising strategy was to separate all the companies that I could get a hold of in the South Florida area that might be interested in the Caribbean population into tiers (Most likely, likely, probables etc) and call them in that order. That way I would spend the most time on the most likely ones first. At the top of my list was an airline (which will remain nameless). To this day I have not been able to speak with anyone there. So what is worst than hearing I am not interested?" Answer: not hearing anything at all. Well it is my hope to go on producing this magazine and then mail them a copy and make the pitch from there. But I was quite certain this particular airline would be all over this idea. Well I firmly believe that they will be; just not yet.

I am going to close with a thought that a business owner in Lauderdale Lakes said to me not long ago. He said that Caribbean business owners do not want to spend the money to market themselves properly. I wonder if that is true. I will share my thoughts on that in the near future when I hit him up for advertising! But maybe he has a point. From my point of view, only time will tell.