With Edgar Adams, Editor Central Coast Business Review

Never before has there been a better time to combine work and a great lifestyle on the beautiful Central Coast. This was the clear message taken to the Central Coast Business Showcase by Parliamentary Secretary for our region and host for the event, David Harris MP along with 43 of the Central Coast’s most innovative businesses.

The primary aim of the event, which was held at NSW Parliament House on September 23, was to highlight the benefits of doing business on or investing in the Central Coast to more than 250 of Sydney’s key business, government and community leaders. It was also an opportunity to highlight the region to the State’s Parliamentary Members.

Organised by a committee of local representatives from public sector organisations as well as private enterprise, the event showcased a cross-section of our region’s ‘movers and shakers’ with a primary focus on information technology and food and beverage production and processing. 
 Wild Fig Alliance Service Alliance members on the organising committee were myself representing business relocation consultants, Adams Business Insight, Ty Blanch (LJH Commercial, Central Coast) and Bob Fitzgerald (VideoSpark).

One of the key messages delivered on the day was the fact that our region offers some very unique opportunities in terms of workforce, location and lifestyle. Mars Food Australia and Bluetongue Breweries featured as examples of large operations that could locate anywhere in the country, but chose the Central Coast. Why? Firstly we are strategically located halfway between both Sydney and Newcastle and Melbourne and Brisbane. Secondly and of equal significance, both corporations are able to offer staff unique, challenging roles combined with a family friendly lifestyle close to the beach and the bush. In fact, according to Mars Food Australia’s Corporate Affairs Manager, Lauren Collie, Mars Food Australia at Berkeley Vale is well known throughout the global network as “the place to work.”

Also well represented at the showcase were a number of our primary producers and the region’s rapidly growing information technology industry some of whom are leading global innovators in the areas of communications networking, mobile web development and data security.

With Andrew Dodd, Crystal Pools

When it comes to buying a product, most people like to know they are investing in the latest and greatest. And if there’s one thing that’s certain, fashion and design trends constantly evolve over time. Some product changes are dictated by the desire to achieve the most up-to-the-minute look, while others also take into consideration emerging technologies and environmental influences. Such is the case with new trends in swimming pool design. And when it comes to the very latest innovations in quality concrete swimming pool designs, Crystal Pools is renowned as being Australia's most experienced bar none.

Today, reducing our footprint on the planet is not only important for our conscience, but also a necessary consideration due to rising energy consumption costs, increasingly stringent water restrictions and tougher safety and building regulations. For instance, NSW pool-building regulations now demand the addition of a rainwater tank and pool blanket if a pool is heated or over 40,000 litres in volume.

A trend in up-market pools is a move away from Wet or Infinity edges to an increase in the use of glass in pools, low speed pumps and pool blankets. While offering a stunning effect, Wet and Infinity Edge pools have dramatically higher running costs as well as greater energy and water consumption issues. By using the new Glass Bladed Wall, Crystal Pools has eliminated heat, water and chemical loss issues while still offering a stunning effect both day and night. Another significant innovation to arrive on the scene is LED lighting. LED lights come with host of positive features over the traditional halogen globe – they come with a life-time warranty, have significantly lower running costs, add an intense, mesmerising glow to the pool at night and even come with the option to change the colour of your pool at the touch of a button.

Crystal Pools understand that the addition of a pool is a true investment and therefore believe wholeheartedly that a pool and all its finishing touches should add significant value to both your lifestyle and the capital gain on your property.

For more information or to arrange a free quote, contact Crystal Pools on (02) 9875 4555 or visit the website at www.crystalpools.com.au

With Colin Marchant, Costata Landscape Design

Whether you’re entertaining, watching your kids play or simply chilling out in your favourite chair with a good book and a cool drink, summer is the perfect time of year to celebrate the great outdoors and enjoy our gardens. A man who is clearly passionate about the natural spaces surrounding our homes is qualified horticulturalist Colin Marchant, owner of Costata Landscape Design.

Because every person’s needs, wants and lifestyle differ, Colin believes in working in close partnership with his client, particularly during the design phase. Importantly also, Colin will carefully assess a property in order to understand how to maximise its opportunities while finding the best ways to work with any limitations. The use of as much natural stone and timber as possible is high on Colin’s agenda, as is a belief that gardens in all their natural glory be celebrated rather than excessively controlled and contained with artificial ‘outdoor room’ devices.

"Colin spent a lot of time with us discussing ideas and getting a good feel for the place, for us and our needs. The design that we received is highly professional and impressive and the way it was presented to us was great." Louanne & Michael

Flexibility is another important element to Colin’s approach to landscape design. Whether the design process culminates in the production of detailed plans and sketches for you to bring to fruition or your vision becomes a reality through Colin’s management, you are free to make that choice at the end of the day. And if you are looking for someone to complete the lot for you, Colin will ensure minimal disruption to your life with maximum ‘wow factor’ on completion.

To view a gallery of some of Costata Design’s recent projects, head to the website at www.costata.com.au or for further information, contact Colin on 0417 685 541.

With John Knight, Display Power

Some of the biggest Australian retailers rely on local display, printing and finishing company, Display Power for their innovative shop display solutions.  In fact the company boasts a list of clients that reads like the who’s who of leading Australian businesses, including Sheridan, Speedo, Billabong and Rip Curl, to name but a few.  Recognised for their award-winning designs, outstanding customer service and print quality, Display Power can help retailers attract a specific target market through the doors with vibrant, accurate digital printing designed to show off a product range in the best possible light and hence encourage them to buy.

New and exciting innovations within the industry have seen Display Power further improve their service offering to retailers with the introduction of the Procut Computerised Profile Cutting Table. Launched in January, the state-of-art machine enables profile cutting of a variety of point of purchase merchandising displays, the shapes and sizes of which are limited only by the imagination.  “Profile cutting of this nature was previously done by hand meaning the process was more labour intensive and much of it needed to be outsourced,” commented Display Power’s managing director, John Knight. “The new profile cutting table allows us to produce everything onsite, thus allowing us to control time schedules.  Furthermore, the new technology enables us to cost effectively produce short runs of products, without the need for expensive custom dies making it more available to smaller retailers.”

For those of us who are shoppers rather than retailers, it’s interesting to understand why we sometimes come home with an item from the shops that we had no intention of buying.  What possesses us to seemingly lose all concept of rationality and buy that thing that just screamed, ‘buy me’?  Well, it’s largely to do with point of sale merchandising.

Next time you venture to your local shopping centre, look out for the following well-used, clever merchandising methods:

1. Eye-catching props that direct your eye to the products the store wants you to buy

In summer you’ll typically find this done with loads of colour, vibrancy and summertime, holiday inspired imagery and key words.  It’s all about capturing the attention of the target audience for the product.  Obviously what will engage a teenager will differ to what will appeal to the 30 and 40 something mums and dads.


2. ‘Eye-level is buy level’

   Good store merchandisers will ensure that the products they want you to look at are at eye level and at an acceptable height for you to reach (and take to the till).  An item placed at floor level on the other hand signals that it is lower priced.  Storeowners are aware that merchandising at floor level significantly devalues a product, even if the product is top quality and being sold at a top dollar price.  In the world of marketing, perception is king.

3. There is a science in the use of colour

Ever noticed that many fast food outlets use vivid oranges and reds in their marketing?  Many studies have shown that these colours encourage us to eat quickly and leave.  The colour blue on the other hand is widely used in the banking and financial sectors as it signifies reliability and trust.

So next time you’re out shopping, take a moment to observe which stores follow these trends well and perhaps ask yourself the question before heading for the cash register – are you buying it for the right reasons?  If you’re a retailer and are interested in finding out how Display Power can help you more effectively attract your target market head to the website at www.displaypower.com.au

With Brett Dillon, BD Financial Planning

Are you on track to enjoy the lifestyle you want in retirement?

As a customer of a Wild Fig member, you are entitled to a complimentary one hour appointment with our financial planning consultant to review where you are, where you want to be and the expected outcome of your current situation if you don't make any changes. We will model scenarios to see if there is a gap between expectations and outcomes and discuss what can be done to close the gap.

With Rae Phillips, Inspire Success

Australia’s first Paid Parental Leave scheme commenced on 1 January 2011 and has been welcomed by both parents and many employers.  The scheme is:

• Funded by the Australian Government
  
• For mothers who have been working before the birth of their child
  
• Eligible to be transferred to the other parent
  
• Paid at the National Minimum Wage, currently $570 a week before tax
  
• Eligible for up to 18 weeks
  
• Able to be taken any time in the first year after birth
  
• Available to adoptive parents

Most working parents, including full-time, part-time, self-employed, casual, contract and seasonal employees may have access to Parental Leave Pay provided they meet the eligibility criteria.

The beauty of a Government funded Paid Parental Leave scheme is that it is fair for families and business owners alike. By providing time for parents to spend with their newborn baby, the scheme will help promote early childhood development and maternal health.  At the same time the scheme will help employers enhance the family friendly workplace conditions many already offer.  Furthermore, it will help employers retain their skilled staff by encouraging more women to stay connected with the workforce and their careers.  Employers seeking further information about employee entitlements and workplace obligations should visit www.fairwork.gov.au or call 13 1394.

Local businesswoman and Wild Fig Service Alliance member, Rae Phillips, and her team at human resources consulting business Inspire Success, have helped numerous businesses improve their bottom line by focusing on internal relationships and the implementation of effective staffing solutions.  Their results, dedication and passion were rewarded late last year when they won the micro business section of the Wyong Regional Chamber of Commerce Business Awards.  Inspire Success was also a finalist in the 2010 Central Coast Women in Business Awards.  To contact the team at Inspire Success go to www.inspire-success.com

With Andrew Ball, Shortland Insurance Brokers

Many company directors and senior managers would be horrified to hear that they are unwittingly allowing themselves and their personal possessions to be exposed to litigation on a daily basis.

It is not unusual for privately held companies to be owned by the directors. These individuals have often built up the business through many years of hard work and personal sacrifices. Unfortunately however, their efforts can sometimes result in a third party being upset or angry by a decision that the company has taken.  This is where Management Liability Insurance comes in.  Designed to protect the personal assets of directors and officers, the policy provides indemnity for any loss arising from a claim as a result of a 'Wrongful Act' committed by them in the course of performing their duties.

Some of the more common types of claims brought against company directors and officers are:

• Breach of duty/neglect
  
• Trade Practices/Fair Trading Legislation
  
• Insolvent trading under Section 588G of the Corporations Act 2001
  
• Mergers and Acquisitions (misleading and deceptive conduct)
  
• Shareholder disputes
  
• Employee claims (unfair dismissal, discrimination, sexual harassment)
  
• Unions/members (defamation)
  
• Regulatory authorities (ATO, ACCC, anti-discrimination boards, etc.)
  
• Federal and State Government offices
  
• Breach of contract

The Management Liability policy also covers:

• Corporate Reimbursement Cover
  
• Entity Cover – a claim against the company will cause the same financial hardship to the owner therefore cover is extended to provide protection to the corporation (extremely relevant for private companies owned by the directors)
  
• Employment Practices Cover - breach of employment practices
  
• Superannuation Trustees Cover - provides cover when the company has a sponsored staff superannuation fund and a trustee responsibility breach occurs
  
• Corporate Crisis Cover - covers the cost for external crisis management services in the event that the Corporation is in the unenviable position of suffering a crisis ($250k sub limit)
  
• Statutory Liability Cover - covers the penalty imposed by a Regulatory Authority for unintentional breaches of several acts ($500k sub limit)
  
• Employee Fidelity Cover - provides employee theft cover for Dishonest Acts committed and discovered after the date from which the corporation has maintained uninterrupted fidelity insurance ($250k sub limit minimum)

Andrew Ball and the professional team at Shortland Insurance Brokers provide a unique service backed by a solid foundation of knowledge, experience and genuine commitment to meeting your needs and those of your business.  For more information and contact details head to their website at www.shortlandinsurance.com