thank you - Sacramento Hispanic Chamber of Commerce

Transcription

MARCH/APRIL 2006
BUSINESS MAGAZINE
MEMBERSHIP MEANS BUSINESS
W W W. S A C H C C . O R G
President/CEO of the
California Hispanic Chamber of Commerce
An Interview with
INTERVIEWING TIPS
EMPLOYERS SHOULD KNOW
President/CEO, CHCC
SHCC AWARDS BANQUET
PHOTOGRAPHS
CREATING A BUSINESS CONTRACT
GETTING IT RIGHT THE FIRST TIME
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contents
SACRAMENTO HISPANIC
CHAMBER OF COMMERCE
THE MISSION OF THE SACRAMENTO HISPANIC CHAMBER OF COMMERCE IS (1) TO
CREATE, EXPAND AND PROMOTE BUSINESS
OPPORTUNITIES FOR THE HISPANIC COMMUNITY, AND (2) TO SUPPORT AND ADVOCATE
FOR THE INTERESTS OF THE COMMUNITY,
WHICH IT SERVES THROUGH ADVOCACY,
EDUCATION AND NETWORKING.
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PART NE RS
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2006
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DI STI NCTI O N
MESSAGES
4
Chair’s Message
6
President’s Message
¡QUE TAL!
7
Upcoming Chamber Events/New and Renewed Members
8
An Interview With Jaime Rojas, President/CEO of CHCC
BUSINESS SECTION
12
Hispanic Businesses Need to be Aware of Discrimination, Too
14
Unique Selling Proposition: “A Powerful Image”
16
34th Annual Business Awards and Recognition Banquet Photos
18
Human Resources: Interviewing Tips Employers Should Know
20
Counsel’s Corner
22
Al Punto...To The Point...
24
Cycle of Life
SPECIAL FEATURES
26
New Year’s Resolution: Save Energy and Protect The Environment
27
How To Become a Vendor or Concessionaire at The California State Fair
28
Natural Disasters Can Occur At Any Moment
29
Incorporating Etiquette
30
Alcoholic Beverage Control: Educating The Business Community
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chair’s message
2006 EXECUTIVE COMMITTEE
CHAIR OF THE BOARD OF DIRECTORS
José Ramirez, M.D.
Family Medicine
PRESIDENT/CEO
Diana M. Borroel
SHCC
CHAIR-ELECT OF THE BOARD
Paul Galindo
Galindo Communications
2007/08 CHAIR-ELECT OF THE BOARD
Griselda Barajas
Griselda’s Catering Services
PAST CHAIR OF THE BOARD
Kenneth A. Macias, D.P.A, CPA
Macias, Gini, & Company, LLP
TREASURER
Benjamin F. Slater
Bishop Powers Commercial Real Estate
SECRETARY
Norma Barajas
Texas Mexican Restaurant & Catering
Dear Chamber Members,
Congratulations! This year the 34th Annual Business Awards and Recognition
Banquet was a great success. I have received many encouraging e-mails from
fellow business members who state that the Banquet offered an opportunity to
meet others and share ideas all while having an entertaining evening, and what
an evening we had. The Chamber recognized our Business Awards Recipients:
Businessman of the Year – Rod Wong, American Financial Services, Inc., Businesswoman of the Year – Winnie Comstock-Carlson, Comstock’s Magazine,
Corporate Hispanic Business Advocate of the Year – Union Bank of California,
Non-Profit Organization of the Year – Yolo County Housing Authority, and Volunteer of the Year – Michele Valencia.
VICE-CHAIR, BUSINESS ADVOCACY
Andrea Rosa
The Rosa Law Group
VICE-CHAIR, COMMUNITY RELATIONS
Noreen Diaz
Travis Credit Union
VICE–CHAIR, MEMBER SERVICES
Nahid Vassef
Pre-Paid Legal Services, Inc.
GENERAL COUNSEL
Lawrence B. Garcia
The Diepenbrock Law Firm
We followed this year’s banquet theme; “Negocios con Corazon” (Business
with Heart) by recognizing several distinguished individuals and organizations
that have exhibited success in the business community while promoting a healthier life. These recipients were: Dr. Barbara Arnold, Dr. Francisco Prieto, U.C.
Davis Health Systems, Mexican Consulate Sacramento, Dr.Ernie Bodai of the
Kaiser Permanente group and MAAP, INC.
BOARD OF DIRECTORS
Amparo Perez-Cook
Aztec Media, Inc.
Nick Montoya
Intel Corporation
Fernando Ortiz
Elevator Controls Corporation
Our keynote speaker Amador Bustos gave us fine examples of how diversity in
business can lead to great success. As his company has grown, Amador continues to “give back” to the community as he and his wife have chartered new
frontiers with scholarship awards and helping high school students fulfill their
dreams. Amador’s entrepreneurship is an excellent and motivating example of
“Negocios con Corazon”.
Amador further enlightened us on the stewardship of diversity when he introduced Timoteo, “El Charro Negro” who entertained us with songs of the mariachi. Amador continued to surprise us as he awarded the Sacramento School
District with a generous donation for funding of a mariachi performance group
at Hiriam Johnson High School. What makes this donation more unique is that
with the support and leadership of Timoteo, the funds will be used to sponsor a
mariachi group composed of African American students. This is a great example
of how diversity in business can lead to very positive outcomes.
The Banquet can be a springboard for our Chamber as we advance the idea of
diversity through networking and continue to promote the ideology of the Chamber throughout the Sacramento community. The numerous business functions,
mixers and workshops that are scheduled are key opportunities for the sharing
of ideas. I would encourage each one of you to make the effort to attend one of
the many functions of the Chamber. Your thoughts and ideas are important to
our continued success.
Randall E. Reynoso
Placer Sierra Bank
John J. Rueda
Law Office of John J. Rueda
Ana Rojas
Opening Doors
Ophelia Riego
Riego Insurance Agency
Carolina Rojas-Gore
Univision 19 KUVS-TV
Robert Budiman
Newcastle Ventures LLC
SBSC
CHAIRMAN OF THE BOARD
Sam Perez
Rodriguez, Perez, Delgado & Company LLP
MANAGEMENT/STAFF
Celia Cortez
Director of Programs/Events
Cassy Matu
Accountant
Ruby Maciel
Membership Services Coordinator
Sincerely,
Jose, M. Ramirez, M.D.
Chairman of the Board, Sacramento Hispanic Chamber of Commerce
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EDITORIAL BOARD
PUBLISHER
Diana M. Borroel
Sacramento Hispanic Chamber of
Commerce
916.486.7700
EDITORIAL COMMITTEE CHAIR
Nahid Vassef
Prepaid Legal
916.628.1889
PRODUCTION MANAGER
Valentin Carrillo
ValTek Enterprises
916.968.7083
CONTRIBUTING WRITERS
Mike Garcia
Desmond McLeish, Inc.
916.446.6831
Karen McCord
Hill McCord Communications, LLC.
916.502.0268
SECTION WRITERS
Al Punto… To The Point
Norma Andrade
A.G. Edwards & Sons
916-927-4444
Counsel’s Corner
Lawrence B. Garcia
Diepenbrock Harrison
916.446.4469
Incorporating Etiquette
Izabelle Ponce Simmons
Madam Izabelle’s School of Etiquette
530 666-2424
¡QUE TAL!
Celia Cortez
SHCC
916.486.7700
ADVISORY COMMITTEE
Norma Barajas
Texas Mexican Restaurant & Catering
916.443.2030
Lenor A. Nunez
Prevention Research Institute 2
916-233-9965
Proof Reading
Benjamin Slater
Bishop Powers Commercial Real Estate
916.290.9251
DESIGN & PRINTING
Kellie Melby
Commerce Printing Services
916.442.8100
DIGITAL PHOTOGRAPHY
Black Diamond Photo
Carlos Velasco
(916) 220-4005
ADVERTISING
Valentin Carrillo
ValTek Enterprises
916.968.7083
Temo Reyna
Sacramento Hispanic
Chamber of Commerce
916.486.7700
Sacramento Hispanic
Chamber of Commerce
2848 Arden Way, Suite 230
Sacramento, CA 95825
Interested in submitting story ideas?
Send us an email at production@sachcc.org.
¡que tal!
The Sacramento Hispanic Chamber of Commerce in conjunction with Sacramento City Unified
School District and Hiram Johnson High School, Bustos Media, LLC and Wells Fargo kicked off the
music program for African American students who wish to learn Mariachi music. According to Tim
Pollard, El Charro Negro, “music is a universal language” and it should bring the Black and Hispanic
communities closer together by featuring our similarities. El Charro Negro was the “surprise” at
the Annual Banquet.
Wow! The last six months have flown by. In preparation for this article I went back through my
calendar and highlighted two pages of topic to tell you about. However, since I am limited in space,
highlights will serve the purpose.
THE MEDIA
The media is noticing the Sacramento Hispanic Chamber of Commerce. We have started relationships with Vl0l.l, Comcast, Sacramento Business Journal, Access Sacramento to name a few.
They want to know what positive things are happening in the Hispanic Business Community and
the Hispanic Community in general. When the Sacramento Business Journal heard about the September, 2008 USHCC Convention and Business Expo being held in Sacramento for the very first
time—they wanted to know more. I referred them to two of our members for the story. It was the
February 10, 2006 front page story. Vida en el Valle kicked off their bilingue/bilingual newspaper by
putting your President/CEO on the front page. By the way, Vida en el Valle delivers their newspaper
once a week to the Chamber office. Please come by and pick up your copy.
PROCUREMENT OPPORTUNITIES
SMUD’s contracting opportunities are slated into four procurement categories. The categories
are Commodities (includes purchases of piece parts as well as finished products), Construction,
Maintenance (which includes installation) and Professional Services. Why not get certified to do
business with SMUD and get a piece of the work available.
The Federal Technology Center’s goal is to improve the state’s economy by helping small businesses successfully compete for federal, state and local government contracts. Guess what—all
their services are free. They have staff available to help you with each step of the process. The
SHCC staff will be going through some training sometime in March to better help our members take
advantage of the opportunities.
There are also opportunities with many other entities; however, we do not have the members to
refer—especially in construction. If you know someone who would benefit from these opportunities
and are not members, have them contact Temo Reyna, SHCC Membership Sales Representative,
at 916-486-7700.
The Sacramento Hispanic Chamber of Commerce’s goal is to help our members increase their bottom line. Membership means business.
I recently met with the Deputy Minister of International and Intergovernmental Affairs, Province of
Albert. My question to the Deputy Minister was “How important is small business to the Province
of Alberta?” His response, “Critical”. Small businesses are also
Critical to the Sacramento economy!
upcoming chamber events
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may-june
MICHELE VALENCIA
The Pampered Chef
“Sell, Sell, Sell!”
DATE: MAY 3, 2006
EVENT: ALLIANCE MIXER
CULTURAL FESTIVAL CELEBRATION
Host: Sacramento Convention & Visitor’s Bureau
Location: California Museum for History,
Women & the Arts
Time: 5:30 P.M. - 8:00 P.M.
DATE: MAY 10, 2006
EVENT: SACRAMENTO BUSINESS EXPO
Time: 10:00 am – 5:00 pm
Location: Sacramento Convention Center
MARIO MORENO
SMUD
“Help Businesses Succeed!”
DATE: MAY 17, 2006
EVENT: 1ST ANNUAL SMALL BUSINESS
RECOGNITION DAY & MATCHMAKING
Location: Sacramento Convention Center
DATE: JUNE 28, 2006
EVENT: NLBWA SACRAMENTO RECEPTION
Location: TBA
For more info. please visit www.NLBWA-SAC.com
DATE: MAY 24, 2006
Host: Sacramento Cultural Arts Center
Time: 6:00 pm - 8:00 pm
Location: 6520 44th St., Sacramento
DATE: JUNE 29, 2006
EVENT: ALLIANCE MIXER
CULTURAL FESTIVAL CELEBRATION
Host: City of Sacramento
Location: California Museum for History,
Women & the Arts
Time: 5:30 P.M. - 8:00 P.M.
DATE: JUNE 8, 2006
EVENT: NEW MEMBER ORIENTATION
Time: 11:30 am
Location: TBA
DATE: MAY 11, 2006
Host: New York Life Insurance
Time: 6:00 pm - 8:00 pm
Location: TBA
DATE: JUNE 29, 2006
EVENT: NLBWA BUSINESS SYMPOSIUM
AND LUNCHEON
Location: UC Davis
For more info. please visit www.NLBWA-SAC.com
DATE: JUNE 21, 2006
Host: USE Credit Union
Time: 6:00 pm - 8:00 pm
Location: TBD
New Members — Nuevo Miembros Welcome — Bienvenidos
GUSTAVO SANCHEZ
GSL Fine Lithography
“Sell Printing Services”
Alarcon’s Catering
Ramiro Alarcon
4337 Greenholme Dr.
(916)348-7375
Calderons House Keeping
Maria Calderon
5925 61 St.
(916)452-8726
Erikson Financial Services
Eugene Dobecky
7830 Barite St.
El Dorado Hills, CA 95623
(800)980-1158
Christian Worship Center
Johnny Murillo
PO Box 5623
(916)343-6074
www.saccwc.com
Horizon Clean Up Company
Rosario Leon
1400 Fulton Ave. #69
(916)613-2999
Patten College
Paul Baumeister
9382 Willow Pond Cir.
Elk Grove, CA 95624
(916)747-3099
ALICE PEREZ
US Bank
“Access Financial Services”
Scanavino Insurance Services
Claudia E. Lewis
4131 S. Shingle Rd., Ste. C-9
Shinglesprings, CA 95682
(530)677-4334
www.scanavinoinsurance.com
(916)214-0964
www.casasypropiedades.com
Golden State Federal Credit Union
Rozana Melara-Calderon
6121 Franklin Blvd.
(916)290-1710
www.goldenstatefcu.com
Home Loan Experts
Margarita Serrano
1510 Arden Way Ste. 3C3
(800)421-0715
www.homeloanexperts.com
Citi Quest Mortgage
& Citi Quest Realty
Nick Guerrero
6056 Rutland Dr. #8
Carmichael, CA 95608
(916)339-1027
www.itwillfund.com
Law Offices of Fernando Chavez
a Law Corporation
Adriana Gonzalez Correla
1107 9th St., Ste. 1011
(916)325-1181
www.fernandofchavez.com
De Avila Law Firm
Hector M. De Avila
2775 Cottage Way, Ste. 30
(916)977-3650
www.deavilalawfirm.com
Lee’s Collision Repair
Nelson Moto
2888 47th Ave.
Lizabeth M. Ficarra
2425 Fair Oaks Blvd.
Renewed Members Miembros Que Han Renovado
THANK YOU! W E A P P R E C I AT E Y O U R C O N T I N U E D S U P P O RT
MUCHAS GRACIAS! A P R E C I A M O S S U A P O Y O
U.S. Building Materials, Inc.
Al Garcia
3437 Fitzgerald Road
Rancho Cordova, CA 95742
(916)638-2929
www.usbuildingmaterials.com
CAROLINA ROJAS GORE
Univision 19 KUVS-TV
Telefutura 64
“Promote Univision’s Vision”
MORE ON PAGE 10
CONTINUES ON PAGE 11
6
IN THREE WORDS DESCRIBE WHAT YOU DO
I would like to thank EVERYONE who helped to make the 34th Annual Business Award and Recognition Banquet such a success. We had raving reviews.
ASKED AT THE ALLIANCE BUSINESS NETWORKING MIXER IN MARCH,
HOSTED BY GRISELDA’S CATERING AND EVENT PLANNING SERVICES.
president’s message
Kelvin Sue, O.D
727 K St.
(916)442-0419
University of Southern California
Virginia Kaser
1800 I St.
(916)442-6911
www.usc.edu/sacto
Delta Homes and Lending
Mo Tovar
936 Enterprise Drive
(916)747-4488
Small Business Development Center
Molly Stuart
1410 Ethan Way
(916)563-3210
Law Office of John J. Rueda
John J. Rueda
1903 21st St.
(916)451-4059
www.ruedalaw.com
Riverview Media Photography
Tia Gemmell
3114 Swallows Nest Dr.
(916)920-2903
www.phototia.com
Desmond McLeish Inc.
Mike Garcia
1007 7th st., ste. 208
(916)446-6831
www.dmpublicrelations.com
Kaleel, Patricia L.
Patricia L. Kaleel
2831 G St.
(916)443-0200
www.owendunn.com
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(916)391-2610
www.leescollisionrepair.com
Rina’s Baskets & Bouquets
Karina C. Perez
2674 24th St., Ste. A
(916)739-8500
www.rinascreations.com
Wells Fargo
Joseph Arlotto
4601 Blackrock Dr.
(916)221-0140
DreamCasa, Inc.
Manny Toledo
2133 Citrine Way
(916)575-9565
www.dreamcasa.com
Elk Grove Bone Densitometry Center
Stephen Kennedy, MD
9300 W. Stockton Blvd. Ste 112
Elk Grove, CA 95758
(916)691-2069
Wellbody Aquatic Rehabilitation
& Physical Therapy
William Alcala
1530 El Camino Ave
(916)718-6445
www.wellbodypt.com
Murray & Downs AIA Architects, Inc.
Anthony Harris
3025 Sacramento Street
Placerville, CA 95667
(530)626-1810
www.murraydowns.com
S A C R A M E N T O
Mcdonald’s
Max Ruiz
801 Riverside Ave. Ste. 901
Rosevile, CA 95678
(916)789-9350
Sheppard and Neilson Insurance
Jacob Naven
8035 Madison Ave. #E-1
Citrus Heights, CA 95610
(916)536-9292
www.sheppard-neilson.com
The Entrepreneur’s Source
Mary R. Currey
32 Coyle Creek Cir.
Fair Oaks, CA 95628
(916)813-6688
(916)925-3100
www.upn31.com
State Farm Insurance
Dorothy Nash
1075 Creekside Ridge Dr. Ste 280
Rosevile, CA 95678
(916)788-7843
www.statefarm.com
Thank you
for your referrals!
Gracias
Peck,Ellie
Ellie Peck
101 Simmons Way
Folsom, CA 95630
(916)989-5628
por sus referencias!
Alicia Pagliere
Ana Rojas
Carmen Meeks
Celia Cortez
UPN 31 KMAX T.V.
Matt Aaron
500 Media Place
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Keller Williams Realty
Frank Ballesteros Jr.
9355 E. Stockton Blvd. Ste 210
Elk Grove, CA 95624
(916)607-8158
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¡que tal!
Chambers of Commerce, although
dedicated to their specific membership,
frequently work together to find
solutions to business and community
issues that are common among their
membership. The Sacramento Hispanic
Chamber of Commerce is proud to be
part of a network which is committed to
serving the Hispanic community.
In January 2006, Jaime Rojas was
named the new president/CEO of
the California Hispanic Chamber of
Commerce (CHCC). Mr. Rojas is a
strong proponent of small business
ownership
and
has
extensive
experience in all phases of the business
process. He holds a Masters Degree
in Public Administration as well as a
Bachelor of Arts from the University of
Southern California.
Here he shares his thoughts and vision
for the CHCC, along with advice for all
of the Hispanic Chambers throughout
our state.
1) WHAT IS YOUR AGENDA AS PRESIDENT/CEO OF THE CALIFORNIA HISPANIC CHAMBER OF COMMERCE?
My agenda is to first and foremost meet the
various stakeholders that make up the fabric
of the California Hispanic Chambers of Commerce. The CHCC is fortunate to have an
array of “investors” who not only come from
the business sector, but also from leadership
in both government and local communities.
An Interview with
BY KAREN MCCORD
President/CEO of the
California Hispanic Chamber of Commerce
By meeting and listening to these investors, I can realistically assess the strength
and weaknesses of the CHCC to further
improve this great organization. The agenda is simple: increase the value of membership through the investment of current
and future members and stakeholders in
the CHCC. The Chamber then becomes
a vehicle for business, government and
community investment and participation
which is able to connect to its stakeholders throughout the State of California and
beyond. The agenda will be a roadmap
that has the buy-in of not only its CEO and
Board of Directors, but most importantly
the membership they serve.
2) HOW WILL YOUR GOALS BRING
VALUE TO THE CHAMBER MEMBERSHIP?
My parents raised me with the belief system that in this great country anything can
be achieved with hard work and perseverance. My goal is to strive and achieve to
be the very best in this position. This same
goal of excellence is what I have for the
CHCC and to be recognized as the best
state Chamber in the country.
We are the voice of advocacy for Latino businesses in the State of California, which represents over 500,000 business “investors”
and we’re growing. By providing investment
resources and tools like procurement, marketing, business capital, access to policy
makers, we immediately bring value and
raise our stock to CHCC’s membership.
4) WHAT DO YOU SEE AS YOUR BIGGEST
CHALLENGE IN SERVING THE CHAMBER
MEMBERS?
The great State of California has much to
offer with so many resources, opportunities, and diversities. With this mind, I see
my biggest challenge as appropriately serving a diverse Hispanic business community.
The CHCC is divided into four demographic
regions, each with different needs. My success will be determined in part by meeting
the needs of the various members. But this
same challenge of diversity is also an opportunity of growth and economic success.
5) HOW WOULD YOU LIKE TO SEE THE
CHAMBER POSITIONED IN THE COMMUNITY?
...in this great country anything can
be achieved with hard work and
perseverance.
3) HOW WILL YOUR PAST EXPERIENCE
SHAPE THE DECISIONS YOU WILL MAKE
IN YOUR NEW ROLE?
Before coming to CHCC, my career and
background over the past ten years has
been focused in government. Many of my
past positions have been in government relations and community outreach for large corporate companies, as well as small firms in
Southern California. In the last three years,
I was blessed by having the experience of
running my own business as a government
consultant working with various clients in
government and business.
Growing up, I saw the importance of community involvement and its impact in shaping the
communities we live in. Much of my work
has been in developing relationships and
connecting “bridges” of communication, so
that individuals and communities can better
work with one another and see the value and
impact they each can create.
My past experience in developing relationships with various stakeholders for a common good is very similar to the CHCC’s mission. I hope to continue using my past to
shape the future decisions of the Chamber.
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I see the Chamber positioned as a voice and
a leader of our Latino community. Latino
Business investment into our communities is
an investment into the future of our children
and of this country. Economic empowerment
is crucial in awakening the Latino “sleeping
giant” and taking our community up to the
next level.
6) WHAT PLANS DO YOU HAVE TO MOVE
THE CHAMBER’S MISSION FORWARD?
The Chamber’s mission is to promote and
lead the empowerment of Hispanic business.
The CHCC’s goals, vision, and strategic plan
are focused on ensuring the success of the
mission of this organization. My primary role
is to lead the organization in achieving its
mission now and into its future.
7) HOW WILL YOU MEASURE YOUR
SUCCESS IN THIS ROLE?
I will measure the success of my role through
various tangible benchmark goals in areas
such as membership, fundraising, and market
visibility. But the most important measurement will be the feedback of our members
and stakeholders. They will be my primary
litmus test in evaluating my impact on the
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8) WHAT DO YOU SEE AS THE THREE
MOST PRESSING ISSUES FACING THE
BUSINESS COMMUNITY?
The three pressing issues I see facing the
business community are: access to capital,
healthcare, and minimum wage. All three
issues have a direct impact to many of the
CHCC’s membership, particularly small
business owners.
In each of these issues, businesses face crucial decisions that will impact then in one way
or another. These issues will have a large
role in maintaining economic growth in our
California communities. The Chamber’s role
is to guide our members through legislation
and to educate elected officials and community leaders on its impacts to the business
community. The business community realizes that it must participate and bring its part
to the equation of finding solutions that will
create positive change.
This year will mark the CHCC’s 27th Annual
Convention and Business Expo, which will be
hosted by the beautiful city of Sacramento.
We are expecting a large turnout of business
owners, government and community leaders
looking to network and find opportunities for
growth. We are planning great workshops
and speakers that will cover an array of business issues and topics.
12) HOW DO YOU PLAN TO WORK WITH
OTHER CHAMBERS OF COMMERCE IN
CALIFORNIA?
The success of the CHCC is closely tied
to the success of the other 64 Hispanic
Chambers in California. In order to better
serve our chambers, we have organized the
CHCC into four regions, with each region
having representation on the CHCC’s board
of directors.
As I visit many of our local chambers, it is important to listen and understand the needs of
their members. We work together in various
aspects and assist in their needs to better
service the Hispanic business community.
13) WHAT DO YOU THINK CHAMBERS
CAN DO TO HELP THEIR MEMBERSHIP?
9) HOW WOULD YOU LIKE CHAMBER
MEMBERS TO WORK WITH YOU?
Like in any organization, involvement plays
a key role to its future investment and success. In order for the Chamber to grow
and develop, it members must play an active role. I invite current and future members to feel free to contact me and see
how they can participate in seeing their
business investment grow.
10) WHAT BOOK WOULD YOU RECOMMEND TO CHAMBER MEMBERS?
As I stated as part of my agenda, we have
to listen to the needs of members and then
identify possible solutions to meet these
needs. The Chambers can only grow if their
membership grows. We must always be willing to think outside the box and advocate
for the needs of our Hispanic business community. By the same token, the membership
must be involved in order to see their membership investment truly grow.
14) WHAT PROGRAMS DO YOU THINK
ARE IMPORTANT FOR CHAMBERS TO
IMPLEMENT AND FOCUS ON?
A great book that I recommend my Chamber members to read is “Who Moved My
Cheese,” by Dr. Spencer Johnson. It tells
a great story of how it’s characters deal with
change and the value of thinking “outside
the box.” The business climate is always
changing and successful business owners must think outside the box in order to
survive and grow. I see membership investment as a thinking outside the box approach
to finding business solutions.
Many members join their local chambers for
a variety of reasons, but primarily to network
with one another to grow their businesses.
Education also plays a key role in developing member involvement, which can include
a slew of topics from marketing to human resources. Each chamber has different member needs and chambers must be able to
listen and identify them.
11) WHAT ARE YOUR PLANS FOR THE
UPCOMING BUSINESS EXPO AND
CONVENTION?
KAREN MCCORD is the owner of Hill Mc¬Cord
Communications, LLC. Services include creating, writing, editing and designing both web and
print-based marketing and business collateral.
For more information, please con¬tact her at
kmccord513@aol.com or at 916.502.0268
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IN THREE WORDS DESCRIBE WHAT YOU DO
organization and seeing if I have achieved
the mission of the Chamber. At the end day,
they will see if my impact added value to their
membership investment.
ASKED AT THE ALLIANCE BUSINESS NETWORKING MIXER IN MARCH,
HOSTED BY GRISELDA’S CATERING AND EVENT PLANNING SERVICES.
¡que tal!
JOSE M. RAMIREZ, M.D.
“We are a Family
Medical Clinic
dedicated to
meeting the needs
of our under served
community.”
EDWARD RAMOS
North Valley Home Inspections
“Protect Your Investments”
ANGELA HERRERA
Capital Lending & Investments
KEN MACIAS
Macias Gini & Company
“Showcase Hispanic Businesses”
PRESIDENT’S LETTER CONTINUED FROM PAGE 6
HERE ARE SOME FACTS ABOUT SACRAMENTO HISPANICS:
One in five people in the Sacramento area are Hispanic. In 2009, one in four
people will be Hispanic. (Source: Nielsen Universe Estimates 2005-2006).
Travis Credit Union
“Community Outreach/Relationships”
Sacramento area Hispanic households are younger and larger. A larger
home increases the need for more goods and services. (Source: Sacramento 2005-2006 Nielsen Universe Estimates).
Sacramento area Hispanic income is on the rise. On average, Sacramento
Hispanic household earned $62,535 in 2005. (Source: Hispanic Consumer
Market in 2002 and forecasts to 2022. Sacramento DMA).
Sacramento area Hispanics currently have $15 Billion in buying power and
expected to double in the next decade. (Source: Global Insight: 2005 Hispanic Market Monitor).
84% of Sacramento area Hispanic households speak Spanish. (Source:
2005-2006 Nielsen Universe Estimates).
Therefore, even if you are not Hispanic; but, wish to target the Hispanic
market—the Sacramento Hispanic Chamber of Commerce is a resource.
Are you a member?
PAUL GALINDO
Capital Lending & Investments
“I Help People”
Licensed Civil Surgeon
Immigration Physicals and
Medical Services
7600 Hospital Drive, Suite H
Phone: 916.689.6160
Fax: 916.689.3711
Visit us online at
www.immigrationexam.com
“Educate the Community”
NOREEN DIAZ
Board Certified Family Practice
Diana Borroel
SHCC President/CEO
business section
THANK YOU
THANK YOU
THANK YOU
THANK YOU
THANK YOU
THANK YOU
THANK YOU
THANK YOU
THANK YOU
THANK YOU
A SPECIAL THANK
YOU TO OUR INVESTORS
We have entered our 23rd year of business with quantifiable
objectives, formulated by the twenty-two years of client patronage
and loyalty we have received and acknowledge. It is with respect,
hispanic businesses
discrimination, too
B Y A N D R E A R O S A , AT T O R N E Y AT L AW
need to be aware of
Hispanics are forming businesses faster
than any other segment of the United States
population, according to Hispanic Business.
Like any business, they need to be aware of
two of the biggest potential legal problems
owners may encounter: discrimination and
harassment in the workplace.
The standards of workplace conduct are
changing so rapidly that many employers and
employees are confused and do not know
what conduct in the workplace may be a violation of state and federal laws. What passes
for perfectly acceptable behavior in a social
setting can violate the law on the job.
That is especially true of sexual harassment.
For example, showering women with “piropos” or complimenting them on their looks
might be considered gallant in off-hours, but
at work, it can be a huge issue leading to
multiple legal problems.
A “piropo” is an ancient custom. It is a verbal expression of admiration generally from
a man to a woman. Walking down the street
a man will “throw piropos” to a woman. The
“piropo” can be funny, romantic, or daring.
Depending on the type of “piropo”, it could
12
S A C R A M E N T O
be perceived as sexual harassment by the
person complimented and/or by others who
hear the remarks
While we sometimes think that we can’t discriminate among our own, discrimination not
only cuts across ethnic and cultural lines, but
also race, color, gender, religion, class, age,
sexual orientation, disability and other protected categories.
A complaint can be filed directly with the
California Department of Fair Employment
and Housing or the Equal Employment Opportunity Commission without the boss or
owner’s knowledge.
Being hit with a complaint or a lawsuit can
be very expensive. Awards for age discrimination average $219,000. Awards for sexual
harassment have been as high as $3 million.
This amount does not include attorney fees.
Ignorance of the law is no excuse. Even if
the behavior itself is not considered outrageous, businesses have been fined millions
to “send employers a message”.
Although we hear about lawsuits against the
major corporations, small and medium sized
businesses are sued just as often. For a
small business, even hiring a lawyer to fight
a case or settle it—if they are lucky—can be
financially devastating.
People do not set out to break the law. Training employees in the nuances of discrimination and harassment is the only way to
prevent trouble—and avoid potential legal
problems. Do not forget that if your lineemployee base is mostly Spanish speaking,
the training will be more effective, especially
sexual harassment prevention training, if it is
in Spanish.
ANDREA ROSA, a native Spanish-speaker, is an
attorney and a member of the California State Bar.
She is the founder and principal manager of The
Rosa Law Group. She has over 20 years experience as an attorney counseling employers and
others in all areas of labor and employment law,
conducting neutral workplace investigations and
training in the areas of sexual harassment, disability and other forms of discrimination. Call (916)
449-9681 for information.
humility and gratitude that we reflect upon this relationship; the
foundation of Intra-Pacific Commercial, Inc.
Richard A. Ortiz
Established January 13, 1984
SHCC Member Since 1986
9254 Madison Ave • Orangevale, CA 95662
916.989.6700 • 916.989.3462 fax
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business section
uniqueproposition
selling
“a powerful image”
MONICA HART
1. Why did you buy from our company
and not the competition?
2. What is most important to you when
you select a public relations company?
3. What benefits do you value most from
our company?
4. What can our company do to increase
the value to you?
THE UNIQUE SELLING PROPOSITION
SHOULD FOLLOW THESE GUIDELINES:
1. Outward Focus—focus on what your
client will get (win-win)
2. Target a specific group or niche’
3. Easy to understood and to retain
4. Offers an obvious benefit
5. Avoids Jargon
6. Integrates easily with your marketing
materials—becomes your brand
The competition is inexhaustible! You realize your company has competition on every
corner. How do you get the attention with
your products and services? How do you
sculpt a USP (Unique Selling Proposition) to
grab the biggest market share and create a
powerful image that separates you from the
competition? You can apply “personal perception speculation” (your own judgmental
opinion) based on what you think your client
needs, but without specifically asking your
client, you run the risk of jeopardizing your
market position. As you develop your own
USP, you will also assist your clients to do
the same thing.
Unique Selling Proposition is a distinct appealing idea that separates you and your
company from the competition. USP should
clearly address an obvious void in the mar-
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S A C R A M E N T O
ketplace. Spend time with your team to
brainstorm and ask yourself this question:
Why do clients come or don’t come to do
business with you? You and your company
must establish an appealing difference that
clients can’t live without! Your USP should
be composed of one benefit that is unique
to your company.
SOME USP EXAMPLES:
Rolex— “Quality Takes Time”
Wal-Mart— “Always Low Prices, Always”
Amazon.com—“Earth’s Biggest Bookstore”
When was the last time you surveyed your
clients? It is critical to survey clients at a minimum, on an annual basis. It’s not what you
think they want, it’s what they say they want
from you as a PR firm. Invite your clients to a
focus group and ask these questions:
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The design of a USP for you or your client
will fall into one of these categories: low
price; high quality; superior service; size/
selection; convenience; knowledge advice;
recognized authority; customization/most
options; speed; originality, first in the marketplace; strongest guarantee.
MONICA HART, MBA, “The Market Coach”
specializes in teaching and demonstrating customized real world marketing solutions. She is
now a Senior Corporate Sales and Marketing
Training for California State Automobile Association and their affiliate US auto clubs. Free sales
and marketing tools at www.themarketingcoach.
us (916) 591-8348
business section
If you missed the SHCC 34th Annual Business Awards and Recognition Banquet,
you missed out on our Big Surprise. If you haven’t heard, our Big Surprises
was...Timoteo “El Charro Negro”.
For more information on what happened during this spectacular event
please read our Chair’s Message on page 4.
BECOME
THE FEATURED MEMBER
We are currently seeking nominations for our featured member section of the SHCC Magazine. To qualify please visit us online at sachcc.
org and click on the Sacramento Hispanic link for more details.
SEND US
YOUR STORY IDEAS
The Editorial Committee would like
to hear from you! If you have a story
idea or would like to submit an article please contact our Production
Manager by sending us an email at
production@sachcc.org.
JOIN
OUR MAILING LIST!
Interested in receiving complementary issues of the Magazine?
If so visit us online at sachcc.org and
click on the Sacramento Hispanic
link for more details.
SHCC MEMBER AD RATES
PHOTOS TAKEN BY
THE OFFICIAL EVENT PHOTOGRAPHER
OF THE SHCC 34TH ANNUAL BUSINESS AWARDS
AND RECOGNITION BANQUET.
To view and purchase copies of these
and other photos from the Banquet please visit
www.BLACKDIAMONDPHOTO.com or call (866) 680-2272.
16
S A C R A M E N T O
H I S P A N I C
|
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I S S U E
M A R / A P R
I S S U E
|
S A C R A M E N T O
1/4 page
$300
1/3 page
$375
1/2 page
$425
2/3 page
$525
full page
$600
INTERESTED
IN ADVERTISING
For information call Valentin Carrillo
at 916.968.7083 or visit sachcc.org.
H I S P A N I C
17
business section
SO WHAT IS YOUR
WEB SITE ADDRESS?
human resources:
interviewing tips
employers should know
Technology has revolutionized how organizations hire people, from simplifying the posting
of available positions, to building large candidate pools online, to electronic scanning of
resumes, to automated screening, testing
and applicant management. The interview,
meanwhile, has remained much the same—
people sitting across a desk or conference
table talking to one another.
Despite the growing role of technology in the
selection process, there is little danger of the
interview becoming a relic of hiring’s past. Instead, interviews are becoming more efficient,
as interviewers are spending additional quality
time with higher-quality candidates, and more
productive, as interviewers are able to gather
better information, which is more valuable.
Moreover, interviews now thoroughly collect
and integrate data on the competencies most
important to job success, making interviews
more important than ever.
Now more than ever, employers need to be
cautious during their interviewing processes.
Interviewing is just not about asking qualifying
questions. Nowadays, its about pre-screening before the initial interview which will help
the employer dive into the more conversational systematic questions which involve
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S A C R A M E N T O
asking situational, behavioral and problem
solving questions. This in return will help the
employer see the future performance of the
potential hire. In my ten years of experience,
I have utilized the following basic rules when
interviewing possible hires.
Listen: If you are talking for more than 20
percent of the time, you’re doing the interview wrong. You need to learn as much as
possible about your potential candidate in
order to obtain a better understand of the
candidate’s skills, which means the candidate needs to do more talking.
Build rapport: No matter how many interviews candidates have done, there will always
be some type of tension in the interviewing
room due to nervousness. If the interviewer
starts the interview by building rapport with
the candidate, you’re more likely to obtain information that you otherwise would not have,
due to the mere fact that people will open
up more to someone they feel comfortable
with. Using a little bit of humor can also add
comfort to the interview. Remember that you
want the potential hire to leave with a good
impression of your company.
Interviewing questions: Remember that
whether you are using behavioral, problem
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or situational type interview questions, never
ask personal questions. Diving too deep in to
a someone’s personal life can earn you time in
a courtroom. Employers need to keep in mind
that during their interviewing process the following laws protect the applicants: Title VII of
the Civil Rights Act, Americans with Disabilities Act, Rehabilitation Act, Age Discrimination in Employment Act, Executive Orders,
Civil Rights Act, Pregnancy Discrimination
Act, Vietnam Era Veterans Readjustment Assistance Act, Immigration Reform and Control
Act, Uniform Guideline on Employee Selection Procedures. The only reason to ask a few
personal questions would be in the case of a
BFOQ (Bona Fide Occupational Qualification.
(For a free list of interviewing questions send
email to Carmen@mcmhrconsulting.com)
Bona fide Occupational Qualification: The
only time the employer may ask BFOQ questions is when necessary to the normal operations of the business or enterprise. This is
gender, religion, or national origin.
Record what you hear: Not only should you
take notes during the interview, spend time after the fact writing a report that focuses on the
theme, and the key points of the interview.
Interviews provide an opportunity to gauge
candidates’ interpersonal skills, adaptability
and initiative, as well as how they will dress
and carry themselves in a work-related setting. The value of interviews can’t be underestimated. Just ask any hiring manager
about those candidates who “looked good
on paper,” but failed to impress during a
face-to-face discussion.
M. CARMEN MEEKS, PHR is the Owner/Consultant of MCM Consulting LLC a Human Resources
Company. Mrs. Meeks has ten years of “real
world” management experience in the workforce
industry and can be reached at (916) 435-9499.
This article is based, in whole or in part on information provided by Society for Human Resource
Management (SHRM).
MCM Consulting LLC urges you to have all hiring
processes reviewed by legal counsel.
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counsel’s corner
• AUTHORITY TO COMMIT. Has the business owner adequately investigated the
party with whom he/she is going to contract? Is that party legally formed and
financially capable of committing to obligations outlined in the contract? Is the
person representing a party in the negotiations authorized to commit that party to
obligations of the contract?
creating
• INSURANCE AND INDEMNIFICATION.
Are goods or services required under the
contract covered by insurance? Are activities required by the parties to the contract
covered by insurance? What types of insurance and what coverage limits are appropriate for the business risks to be assumed
by each of the parties under the contract?
Should the parties seek indemnification (or
contract legal protection) from the other
party for risks that are in the contract but
are not covered by insurance?
a business
contract:
getting it right the first time
B Y: L A W R E N C E B . G A R C I A , E S Q .
DIEPENBROCK HARRISON
In previous articles of Counsel’s Corner,
we discussed the importance of a sound
business plan in order to operate a business in a competitive market. In this article we will examine key issues in business
contracting that can help the business
owner (i) achieve his/her business objectives in a commercial contract, and (ii) to
protect against undue legal exposures in
a commercial contract. If you have legal
questions concerning the establishment
or operation of a business, send them to
“Counsel’s Corner” at the SHCC Office at
916-486-7700 or to www.sachcc.org.
UNDERSTANDING BUSINESS
OBJECTIVES IN CONTRACTS
In addition to creating a sound business plan
and selecting the proper choice for the for-
20
S A C R A M E N T O
mation of a legal entity, one of the most important decisions that a business owner must
make is entering into business contracts.
Whether such contracts are with suppliers,
landlords, or customers, the terms of each
business contract can have a significant impact on the success or failure of the business
enterprise. Moreover, there are no “bulletproof contracts” that can protect a business
owner from all risks and that are to be used in
all business relationships. Rather, a business
contract is generally the written summary of
the key terms of a business relationship that
defines the rights, duties and allocation of
business risks between the parties. Because
it is generally the business owner, and not
the lawyer, who knows best the business
objectives of a business, it is important that
a business owner invest some time in really
understanding how to negotiate a business
contract. In general, several business factors
should be considered in the negotiation of a
business contract. These factors include:
• DELIVERABLES. What goods or services
are going to be bought and sold in the
contract and how many good and services are to be sold under the contract?
What are the qualifications of the seller
to provide the goods details of how the
goods or services are to be delivered and
who has responsibility for delivery? Does
the buyer have the right to approve each
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delivery before payment is due and under
what standard does the buyer have the
right to reject goods or services that are
not acceptable? Which party accepts the
risk that the goods or services will be lost
or damaged before they are delivered?
• PAYMENT TERMS. What is the price for
the goods and services that are delivered
under the contract and when is that payment due? Is there a specific invoice or
bill that must be submitted by the buyer or
seller in order for the payment to become
payable? What is the time within which the
buyer must pay for the goods and services
and is there a late payment fee in the event
that payment is not made on time?
• TERM AND TERMINATION. How long are
the parties bound under the contract (or
what is the term)? Do the obligations of the
contract end after delivery of the good or
services or is there an ongoing obligation to
produce other goods and services and for
what period of time must they be produced
under the contract? How long does the
seller commit to sell the goods or services
at the price listed in the contract? Do the
parties desire to cover a single business
transaction or carry on a continuing business relationship and are price increases
covered for future deliveries?
• DISPUTES RESOLUTION. Do the parties wish to create their own process for
disputes that arise under the contract or
simply use the courts to resolve such disputes? In what location and under what
law should the disputes be resolved?
Understanding these key business objectives before entering into the negotiations
of a business contract will help the business
owner to better achieve his/her business
goals from the contract and help to avoid
problems with the business relationship in
the future. Business owners should not shy
away from negotiating important details in
the contract as these negotiations can help
to avoid misunderstandings between the
parties to a contract and help build a strong
working relationship between them.
DO YOU NEED A LAWYER TO NEGOTIATE A BUSINESS CONTRACT?
After the business owner has prepared
him/herself to negotiate a business contract, the next question is whether such
business owner should engage an attorney
to assist him/her to negotiate or to document the business contract. There is no
simple answer to this question, as there are
a variety of considerations that should be
taken into account before a business owner
decides to engage legal counsel to assist
or to represent the business in contract negotiations. In general, these considerations
include the following:
1. Sophistication of Business Owner. One
of the most significant considerations in
the decision as to whether to engage a
lawyer to assist in the negotiation of a
business contract is the level of comfort
the business owner has about his or her
ability to understand, articulate and negotiate a business contract so that his/her
business objectives are met and the business is protected. It is important to note
that a business owner can learn from using a lawyer in the contract negotiations
and then use the benefits of that experience and contract documents to better
prepare it for future contract negotiations
in which a lawyer will not be needed or
where the lawyer’s role can be reduced.
In the event that a business owner decides to represent him/herself in the negotiations of a business contract, he/she
may still want to consult with an attorney
to help prepare for such negotiations.
4. Timing. The timeframe within which a business contract must be negotiated is also
a factor in determining whether to use a
lawyer. There are circumstances in which
the selection and retention of a lawyer
may compromise the ability to complete
contract negotiations. However, a business owner should exercise caution to assure that adequate preparation and analysis of a business contract is undertaken
before it is executed and legal obligations
are assumed. Indeed, it is often better to
do something right than to do it fast.
5. Availability of Resources. Another obvious
consideration in the selection of a lawyer is
the availability of resources to pay for such
legal support. Legal resources can be expensive and lawyer’s fees can increase the
cost of entering into a business contract.
...there are no “bulletproof contracts”
that can protect a business owner
from all risks.
2. Relationship with Contracting Party. Another consideration in the decision to engage a
lawyer is the relationship between the contracting parties. Where a business owner
has a long-standing business relationship
with another business that operates under
a contract may suggest that the role of a
lawyer is not as great. Also, if the business
contract that will be negotiated is a “form”
contract, there may not be a meaningful opportunity to negotiate each of the elements
of the contract, which further suggests that
the use of a lawyer may not be a helpful.
3. Content of Business Contract. When a
new or critically important business relationship is under negotiation, then the
terms of the business contract may be
critical to the success of the business.
The key terms of the business relationship may present significant legal risks
or require a substantial investment by
the business owner. Under such circumstances it is advisable to engage a lawyer
to either assist or represent the business
in such an important set of contract negotiations. Alternatively, a lawyer can be
used in the “background” to assist the
business owner in reviewing and understanding the business risks of a contract
and suggesting language to help protect
the business or to provide clarity of obligations in the contract document.
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Business owners can negotiate their fees
to include favorable billing rates, fixed fees
and other fee arrangements that make the
support or representation more affordable. Perhaps most important is the establishment of a relationship with a good
business lawyer who can help provide the
amount of legal support needed for a given
business contract and wants to help contribute to the success of the business.
The business contract can be of the most
important tools available to a business owner to help advance the success of his/her
business. However, entering a bad business contract can expose the business to
significant business risk that can result i n
legal liability that can compromise the performance of a business. A prudent business
owner should not only prepare him/herself
for the negotiation of a business contract,
but assemble the proper resources to support the contract negotiation process.
DISCLAIMER: This discussion is general in nature
and is not intended to and does not create an attorney/client relationship. This discussion should in
no manner be relied upon nor construed as legal
advice, particularly since most legal outcomes are
highly dependent on the facts of a particular case or
situation. This discussion is provided on the condition that it cannot be referred to or quoted in any legal proceeding. The reader is strongly urged to consult with a lawyer for legal advice and with a financial
advisor for financial advice on these matters.
S A C R A M E N T O
H I S P A N I C
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al punto...to the point...
big board
vs
nasdaq
the
what’s the difference?
NORMA ANDRADE,
F I N A N C I A L C O N S U LT A N T, A . G . E D W A R D S & S O N S
Now that the stock market has successfully recovered from a
prolonged bear market, more and more people are interested
in investing in stocks again. If you’re one of the many who have
decided to take a closer look now that things seem to be doing
better, you may be wondering where you need to go in order to
purchase equity securities. After all, you may be thinking, aren’t
there two big markets I can buy stocks from?
The two major markets where stocks are bought and sold are the New
York Stock Exchange, and the Nasdaq Stock Market. While the idea is
the same (trading stocks), and both provide the same result (you can
buy and sell at either one), the methods by which they go about it are
very different. First, some background information might be helpful.
The first stock exchange in America was actually organized in Philadelphia in 1790. But the center of market action drifted over the
years, and the traders who met every day under the buttonwood tree
on Wall Street adopted the name New York Stock Exchange back in
1817. The NYSE eventually evolved into a private association that
sells memberships, or seats, permitting brokers to trade on the exchange. Generally, the cost of a seat rises and falls with the market.
Considered a “traditional” exchange, the NYSE provides not only
the physical location for stock trading, but also the rules for how its
trades are handled. The exchange does not, however, have any say
in setting the price of any given stock. The price is set by the trading
process, and follows the law of supply and demand. The type of trading that occurs on the floor of the NYSE is referred to as “auction
style.” This means that in every transaction, stock is bought for the
lowest price or sold to the highest bidder.
THE BEST WAY TO TARGET THE
HISPANIC COMMUNITY!
SACRAMENTO COUNTY • SOLANO COUNTY • SAN JUANQUIN COUNTY • WOODLAND
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WE OFFER
While there are hundreds of brokers roaming the floor at the NYSE
filling stock orders, the people known as specialists are an important
fixture on the exchange. Acting as brokers to the brokers, specialists
maintain order in the market. The floor brokers bring their orders to
the specialists, and they process transactions as buy and sell orders
move in response to price changes.
Member SIPC • 2006 A.G. Edwards & Sons, Inc.
VOL 2 • #10 Enero
2006
Diciembre
VOL 2 • #9
The Nasdaq opened in 1971 as the world’s first electronic market.
Unlike a traditional exchange, the Nasdaq Stock Market does not
have a central trading floor. This market consists of an advanced telecommunications and computer network run by the National Association of Securities Dealers (NASD).
Trading on the Nasdaq happens in an open market, multiple dealer system. Many different market makers – dealers who stand ready to buy
or sell large quantities of specific securities – compete to handle the
hundreds, even thousands of transactions that occur in each individual
stock. This market system is a sharp contrast to the traditional exchange system found on the NYSE, in which the majority of buy and sell
orders in a particular stock still go through the floor of the exchange.
2005
+El Papa prohibe homo
Año Nuevo
tino 2005
Gramy La
perman
eso de Su o
El regr
1 sa
Vol 2inNce
2006
ENERO
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Concrete Specialist
“It’s a process to spend time to get companies up to speed,” said
Givans. “It can be a little bit of a challenge.”
To help businesses deal with permitting issues, Sacramento County
offers free and confidential help at its Business Environmental Resource Center. The center has experienced staff to help businesses
with various existing issues, and they will take time to walk people
through the process. Several of the staff members are former executives who understand the regulatory and permit processes and are
able to give accurate advice.
“We ensure there are no surprises when people come in and
need to deal with the county and are trying to operate countywide,” said Pardun.
Workforce development has definitely become a key issue for any
jurisdiction, due to the fact that the strength of the local economy and
labor market relies on a skilled, trained workforce.
Here in Sacramento County, there are a wide variety of support services and options for businesses, from the Economic Development
Department to the Workforce Investment Board (WIB), Los Rios
Community College District, SACTO, local chambers of commerce
and START (Sacramento Training and Recruitment Training).
KEEPING BUSINESSES LOCAL IS NOT ALWAYS EASY,
BUT CAN PROVIDE AN IMPORTANT BOOST TO COMPANIES
AND THE LOCAL ECONOMY
BY MIKE GARCIA
In Sacramento County, there are 60,000
small to large size companies, according to
the Sacramento County Economic Development Department. Considering that and the
fact that California has the world’s sixth largest economy, it looks like this is still considered the “Golden State” by businesses.
“In Sacramento County, with its highly trained
labor force and strong economy, when you
stack us up you will find we are very competitive compared to other regions,” said James
Pardun, Director of the Sacramento County
Economic Development Department.
When asked if keeping business local is important, he responded, “Absolutely. Your
quality of life depends on it. Sales tax and
property tax drive quality of life. Depending
on other factors, manufacturing can add or
multiply jobs and lead to a high quality of life.
Troy Givans, Senior Planner in the Sacramento County Department of Economic Development & Intergovernmental Affairs, added, “Keeping business local is a high priority
24
S A C R A M E N T O
Even local business magazines experience the impact of trying to
keep business local.
“Most of the advertisers in our magazine are advertising to try to get
local people to do business with them,” said Douglas Curley, Editor in
Chief of Comstock’s Magazine.
for us. These local businesses and the taxes
they pay help fund local bonds too.”
Keeping business local helps to keep the local economy strong, leading to more pride
and motivation associated with having a job
with a local employer, fewer local people on
welfare, lower crime rates, and many other
positives, according to Pardun.
Many local and county agencies offer incentives to businesses that locate in their areas;
ranging from tax incentives to other benefits
for being located in an Enterprise Zone, such
as reduced utility bills and access to local
workforce screening and hiring help.
As for what helps keep a company competitive locally, Pardun said that establishing contacts is important.
“I think what keeps people in the mix are personal contacts,” he said. “A lot of people, like
chambers of commerce, are very supportive
of their own members. They tend to support
their own. That’s a very positive thing.”
H I S P A N I C
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M A R / A P R
I S S U E
So why do some companies decide to pick
up and leave the Golden State, with its attractive weather, beautiful landscapes and
unmatched recreational activities?
“There are a lot of factors,” said Pardun.
“It used to be that workers’ comp rates
were too high. But those rates have come
down dramatically. The cost of doing business is a factor. Environmental regulations
are another factor.”
Pardun said that perhaps the biggest hitch
when it comes to trying to keep business
local is construction projects. Many times,
companies look to out-of-state contractors
for things such as the design process, and
they may not be as familiar with local codes
and regulations. The process of bringing
these outsiders up to speed requires some
time and can be an extensive process, proving to be a hindrance for a company that
wanted to save money by looking outside
the area to meet its needs.
“There are instances where companies go outside of the region,
and that ends up hurting all of us,” said Winnie Comstock-Carlson, President and Publisher of Comstock’s Magazine. “We
choose to keep it local because that’s a big chunk of our advertisers (local businesses).”
Comstock-Carlson pointed out that there are many businesses based
here whose products and services are not specifically geared for the
local market.
“But that is kind of the flip side of it. There are some businesses
where their prime revenue source is not local.”
Ever since its first issue was published 17 years ago, Comstock’s
Business Magazine has always been published locally. Today it is published by Sacramento’s own Commerce Printing.
“Some would probably say it is not good business practice for our
bottom line, but we look beyond the bottom line,” said ComstockCarlson. “We think we will come out ahead and we are proud to do
business locally. When it comes to keeping business local, it’s almost
a cycle of life. We’ve all got to help each other.”
MIKE GARCIA is Sacramento office manager and Senior Account Executive
for Desmond McLeish, Inc., a full-service public relations firm with offices in
Sacramento, Corona and Costa Mesa. Garcia can be reached at (916) 4466831 or mike@dmpublicrelations.com.
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special features
save energy
new year’s resolution:
protect our environment
E N E R G Y M AT T E R S : E N E R G Y E F F I C I E N C Y
Even though the holidays are over, there is
still time to make a meaningful addition to
your 2006 resolutions – save energy! Our
track record so far is proof-positive that
energy efficiency is good for the economy
and good for the environment. In 2005
alone, Californians saved more than $440
million in energy costs, freeing capital to
build our businesses, pay for school supplies and improve our infrastructure.
Equally important, saving energy reduces
carbon dioxide emissions, a leading cause
of global climate change. Natural disasters in the past few years such as Hurricane Katrina and the Tsunami in South
East Asia have directly affected our families and friends, leaving many of us feeling
overwhelmed and confused about how to
help. By understanding the role of carbon
dioxide emissions in these catastrophes,
we can take incremental steps today to
prevent future damage.
Increased carbon dioxide emissions – created through the combustion of fossil fuels
in transportation and energy production
-- leads to extreme heat and droughts, rising sea levels, and higher-intensity tropical
storms. These factors threaten the livability
of our cities in summer, our coastal property and resources (including oil supplies,
as we saw in 2005 with Hurricane Katrina),
and the productivity of our farms, forests,
and fisheries. In 2005, worldwide weatherrelated natural disasters cost more than
200 billion dollars in economic losses, making last year the costliest year on record.
Energy savings in 2005 cut reduced emissions by 3.04 billion pounds, removing the
equivalent to more than 265,000 passenger cars from the road. Our investments
26
S A C R A M E N T O
H I S P A N I C
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M A R / A P R
I S S U E
in energy efficiency today will cost far less
than rebuilding California’s infrastructure
after weather damage or pay for scarce
fuel supplies.
To help businesses, schools, cities, farms
and residents become more energy-efficient
– and perhaps move towards carbon-neutrality - California’s utilities will invest more
than $2 billion in energy efficiency over the
next three years. The majority of this investment is the form of funding and services
that residents and businesses owners can
access to help lower their bills and emissions. The result will be more than $5.4
billion in energy-cost savings, elimination
of the need to build three 500-megawatt
natural gas power plants, and reduction of
carbon dioxide emissions by more than 9
million tons per year by 2013 (equivalent to
taking 1.8 million passenger vehicles). The
state is also helping Californians invest in
renewable energy generation -solar, wind,
water, etc.- and just approved $2.9 billion in
solar power rebates for the next decade!
Simple energy efficiency changes can be
made in the home and at work. In the coming year, why not make a resolution to install
ENERGY STAR qualified products, such as
compact fluorescent lamps (CFL), clothes
washers and dishwashers. CFLs use 66%
less energy than other lights and last 10
times longer.
In the coming year, Flex Your Power will continue to provide information to help you save
energy including identifying energy-saving
opportunities, securing financing, negotiating
retrofit projects with landlords, and choosing
the right technologies. California’s economy
and population will continue to grow. Together, we can ensure our communities benefit.
SACRAMENTO, CA
FOR MORE THAN 150 YEARS, THE CALIFORNIA STATE FAIR HAS BEEN PROVIDING
ITS GUESTS WITH THE HIGHEST QUALITY FOOD, PRODUCTS AND FUN.
Each year, many local and small business
owners inquire about how they can get involved and bring their business to the Fair.
The State Fair Commercial and Concessions
Department offers the following tips for getting your business to the top of the list.
Tip #1: Know What You’re Getting Into
The California State Fair lasts for 22 funfilled days, from August through Labor Day
and welcomes approximately one million
people each year.
While the Fair is fun, working there isn’t easy.
Putting on a 22-day event takes tireless dedication and commitment. Be prepared for long
hours, hot days and a lot of work.
If you are just starting your operation and
feel you can meet all the requirements, but
might need a little help … apply anyway!
The State Fair is eager to work with its
commercial and concessions partners and
applicants and will gladly answer any questions you have.
Tip #2: Put Your Best Foot Forward
Make sure your Fair booth or stand is designed and presented in a professional, aesthetically pleasing way. The State Fair adheres to very rigorous standards for booth
presentation, cleanliness and overall appeal.
Public health is also a major consideration.
All concessionaires are required to follow all
Health Department guidelines, including being Food Safety Certified.
Tip #3: Provide a Great Product
The State Fair uses a number of criteria to
judge its applicants. The final selection process is guided by three things:
• PRODUCT DIVERSITY: bring something
new and exciting that will make the Fair
and the fairgoers very happy.
M A R / A P R
I S S U E
|
• PRODUCT DEMAND: make sure what
you’re proposing is something consumers will want. The more they want it, the
more they’ll buy it and the more successful you’ll be.
• PRODUCT QUANTITY: the Fair attracts tens
of thousands of visitors each day. Make sure
you have enough product and staff power to
meet that potential demand.
Hundreds of exhibitors and concessionaires
apply year after year and there is limited
space available. But don’t let this deter you.
As long as you’re prepared to meet all the
requirements and have a great product you
want to share, then you have a better than
average chance of being selected.
THE 2006 CALIFORNIA STATE FAIR runs
from August 11 through September 4. The
2006 priority filing date has already passed,
but applications are still being accepted. For
more information, please visit the California
State Fair website at www.bigfun.org or call
Virgil Talbott, Commercial and Concessions
Manager, at 916-263-3155.
S A C R A M E N T O
H I S P A N I C
27
press releases
natural
disasters
can occur
at any moment
IZABELLE PONCE SIMMONS
is your business prepared for the unthinkable?
Gift giving with “corazon” and thought.
P R O V I D E D B Y T H E A M E R I C A N N AT I O N A L R E D C R O S S
Dear Amigos,
WHY BOTHER? DISASTERS DON’T
HAPPEN HERE.
Even if you think you are not in a disasterprone area, something like a chemical tanker
truck overturning can prevent you and your
employees from getting to your facility. Even
if a flood doesn’t put your business under water, customers and supplies may not be able
to get to you.
Power outages, brown-outs or surges can
affect your daily business operations. Many
disasters, like wind storms, tornadoes and
earthquakes, can strike quickly and with little
or no warning.
WHAT CAN I DO?
Find out which natural and technological hazards can happen in your area. Get information
about how to prepare your employees and
clients to respond to possible hazards and
provide help. Disaster safety information and
CPR/first aid training are available from your
local Red Cross chapter. Network with others
who have or need to develop risk or contingency management plans. Attend seminars
and get information from local risk management associations or chapters.
DISASTER RECOVERY BEGINS
BEFORE A DISASTER
No business should risk operating without a
disaster plan. While reports vary, as many as
40 percent of small businesses do not reopen
after a major disaster like a flood, tornado or
earthquake. These shuttered businesses
were unprepared for a disaster; they had no
plan or backup systems.
When you start to develop your disaster plan,
consider three subjects: human resources,
physical resources and business continuity.
28
S A C R A M E N T O
Think about how a disaster could affect your • Stock a minimum supply of the goods, maemployees, customers and workplace. Think
terials and equipment you would need for
about how you could continue doing business
business continuity.
if the area around your facility is closed or • Consult with your insurance agent about
streets are impassable. Think about what you
precautions to take for disasters that may
would need to serve your customers even if
directly impact your business. Remember,
your facility is closed.
most policies do not cover earthquake and
flood damage. Protect valuable property and
START BUILDING YOUR PLAN NOW.
equipment with special riders. Discuss busiHere are some suggestions your may want
ness continuity insurance with your agent.
to consider:
• Keep emergency supplies handy, including:
• Keep phone lists of your key employees
- Flashlights with extra batteries.
and customers with you, and provide cop- First aid kit.
ies to key staff members.
- Tools.
• If you have a voice mail system at your of- Food and water for employees and cusfice, designate one remote number on which
tomers to use during a period of unexyou can record messages for employees.
pected confinement at your business,
Provide the number to all employees.
such as if a tanker truck over-turned near• Arrange for programmable call forwarding
by and authorities told everyone in the
for your main business line(s). Then, if you
area to stay put for an extended period.
can’t get to the office, you can call in and
reprogram the phones to ring elsewhere.
REDUCE POTENTIAL DAMAGE
• If you may not be able to get to your office Prevent or reduce disaster damage in your faquickly after an emergency, leave keys and
cility by taking precautions, such as:
alarm code(s) with a trusted employee or • Bolting tall bookcases or display cases to
friend who is closer.
wall studs.
• Install emergency lights that turn on when • Protecting breakable objects by securing
the power goes out. They are inexpensive
them to a stand or shelf using hook-andand widely available at building supply reloop fasteners.
tailers.
• Moving to lower shelves large objects that
• Back up computer data frequently throughcould fall and break or injure someone.
out the business day. Keep a backup tape • Installing latches to keep drawers and
off site.
cabinets from flying open and dumping
• Use UL-listed surge protectors and battery
their contents.
backup systems. They will add protection • Using closed screw eyes and wire to sefor sensitive equipment and help prevent a
curely attach framed pictures and mirrors
computer crash if the power goes out.
to walls.
• Purchase a NOAA Weather Radio with a • Using plumber’s tape or strap iron to wrap
tone alert feature. Keep it on and when
around a hot water heater to secure it to
the signal sounds, listen for information
wall studs.
about severe weather and protective actions to take.
H I S P A N I C
|
M A R / A P R
I S S U E
You should also consider having a professional install:
• Flexible connectors to appliances and
equipment fueled by natural gas.
• Shutters that you can close to protect
windows from damage caused by debris blown by a hurricane, tornado or
severe storm.
• Automatic fire sprinklers.
PROTECT YOUR EMPLOYEES,
CUSTOMERS AND BUSINESS
Designate one employee from each work
shift to be the safety coordinator. This
person will make all decisions relating to
employee and customer safety and to the
safety of the business itself. Safety coordinators should know how to contact the
owner or operator at all times.
Everyone in your facility should know
how to prepare for a disaster and what
to do if a disaster occurs. Contact your
local Red Cross chapter for specific information about how to stay safe in a
tornado, earthquake, fire, flood, hurricane or other hazard.
If you would like more information on
how you can prepare your office for a
natural disaster, please visit the America
National Red Cross Website at www.
redcross.org.
There are many occasions throughout the
year when we want to buy a gift for a business colleague or take someone out to
celebrate a life event. We spend a good
amount of time at work and the occasions
of holidays, weddings, new babies and retirements come up. While there is no hard
fast rule on gift giving in the office, you still
must use good judgment and taste. Do remember that Members of Congress cannot accept gifts with a value of more than
$50.00. I would recommend not sending
fruit or chocolates because it will take a
long time to get to the Member and will go
through extensive screening machines.
While a company executive may receive
many wedding invitations from his various
employees throughout his career, he is
not obligated to attend, nor give a gift to
the employee. However, he probably will
want to attend or send a gift to the wedding of his closest staff. Remember that if
you attend a wedding, the newlyweds are
probably footing at least $50.00 a person
for you and your guest to attend, so do
not be cheap.
Birthday parties in the office are always
nice, but don’t make someone uncomfortable if they cannot contribute towards a gift.
Never obligate everyone to pay for a gift
you purchased on your own without their
consent. Everyone should be allowed to
sign the card. It is always nice to take your
co-worker out to lunch instead of buying a
gift. The guest of honor should not pay for
their own meal. Nor should you split the bill
in eight if someone merely ordered salad
and water, while you ordered steak and two
cocktails. It would be wise for the coordinator or the secretary to ask the boss ahead
of time “who will be buying?” and make it
clear to the staff ahead of time.
M A R / A P R
I S S U E
|
I worked for one agency where the executive
office took up collections for the Red Cross
every year. The collection was based on how
much you made monthly, so those making
$2,500 a month paid more than those making $1,400 a month. While I do not know if
this is legal, I personally felt it was wrong.
Who is to say that the person making more
does not have more dependents and maybe
already gave a used clothing or furniture donation. I don’t know about you, but I go to
work to make money, not spend money.
[do not] split the bill
in eight if someone
merely ordered salad
and water...
Upon retirement it is appropriate for the
company to present the retiree with a nice
gift they can cherish. Remember that the
employee is going through mixed emotions
of sadness and glee during this time in life.
A few ideas include a brass plate with the
employee’s dates of service on a set of golf
clubs, fishing pole, photograph of the retiree with his colleagues framed, painting of
the retiree’s portrait or a good quality gold
watch. It would be rude to not be in the office
on an employee’s last day to wish him well.
So remember to do business with “corazon”
and gift giving with thought.
MS. PONCE is the small business-owner of Madam Izabelle’s School of Etiquette. She teaches
class at Woodland Adult Education, offers Business Etiquette Workshops and Children’s Tea Parties. Call (530) 666-2424 or (530) 383-2130 for
more information.
S A C R A M E N T O
H I S P A N I C
29
special features
alcoholic
beverage control
educating the business community
B Y: A L B E R T N Á J E R A ,
SACRAMENTO CHIEF OF POLICE
With over 900 Alcoholic Beverage
Control (ABC) Licensed establishments within the City of Sacramento, Chief Albert Nájera and
the members of the Sacramento
Police Department continue to
support thriving, responsible business, through education and enforcement. The Sacramento Police
Department’s Alcoholic Beverage
Control Unit operates under a grant
that was awarded by the State ABC
in July of 2005. The Sacramento
Police Department’s two ABC Liaison officers work in partnership
with State ABC Investigators.
Education is accomplished a number of ways. The Sacramento Police Department and ABC conduct
Informed Merchants Preventing
Alcohol-related Crime Tendencies (IMPACT) Inspections at local businesses. This is a business
friendly way for officers and store
employees to meet and discuss
ABC laws. The inspections are
informative and provide business
owners with a list of violations, if
any. The businesses are given a
30
S A C R A M E N T O
H I S P A N I C
|
reasonable amount of time to correct any noted violations to ensure
that they are within compliance.
In addition to the use of inspections, the Sacramento Police Department and ABC provide Licensee Education on Alcohol and Drug
(LEAD) classes throughout the year. These classes are free to businesses and are designed to educate business owners and employees on various ABC laws.
There are several enforcement operations that are routinely conducted throughout the City of Sacramento. The most common type
of enforcement is the Minor Decoy Program. During minor decoy
operations, people under the age of twenty are sent into various
ABC licensed businesses, where they attempt to purchase alcohol.
This is done to randomly check compliance and make sure the businesses that sell alcohol are compliant with state laws, thus preventing the illegal sale of alcohol.
To date, there have been 368 businesses that have been visited with
a minor decoy within the last six months. Of these businesses, 90
have sold alcohol to the minors, resulting in a 24.5 % non-compliance rate. The employee that sold alcohol to the minor is issued a
criminal citation that may result in a fine up to $1,000. ABC also
takes administrative action against the licensee, which may result
in a fifteen day license suspension or up to a $3,000 fine for a first
time offense.
The next LEAD class will be held on March 28th, 2006. For additional
information or to sign up for the LEAD class, please contact the Sacramento Police Departments ABC Liaison Unit at (916) 433-0704.
M A R / A P R
I S S U E
P U B L I C AT I O N S
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D I R E C TO R I E s
322 n. 12th st µ sacramento
t 916.442.8100 µ f 916.448.2727
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mail
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M A N UA L S
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AND
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Since the very beginning, our goal has been to produce quality
visual communications products that meet the specific needs
of our clients. That is why we have recently added an 8 color
press (28”x 40”) to our press room.
We work hard to remain at the top of our industry
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thank you - Sacramento Hispanic Chamber of Commerce

Transcription

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