Ready to Launch

By Tricia Egry Director of Marketing, Alpern Rosenthal

tegry@alpern.com | http://www.linkedin.com/in/triciaegry

Your great idea turned into an even better product. Now it’s time to let people know about what you’ve done. But how do you do it? Blogs? Conference presentations? Press releases? The short answer is yes, yes, and yes! The longer answer? Keep reading.

Typically a startup business will have more time than money; therefore, marketing tactics such as face-to-face networking, online social networking and blogging can be effective. In order for your business to avoid getting lost among the millions of messages already passing through direct marketing channels, your promotions must be highly creative, contain a quality message and fit the target audience.

Here’s how:

Start by asking WHY?

Why does your product or service exist? Why should anyone pay attention to your product? Why should anyone give their hard earned money for this product? The answer should be more in depth than because of its nifty features.

Be a Blogger

Many startups have a blog, but most do not start blogging until after they have launched a product.  If you start blogging before you have a product to sell, you’re helping to build an asset. Think about your content from the point of view of the clients you want to attract.  Talk about what people are most interested in reading and sharing.

Build a client base

I’ve found that the best way to do this is to build a list of e-mail contacts. You can use a list to promote new products and services or to simply send out newsletters and alerts regarding your business.

Create a website

No business in this day and age can survive without one. This doesn’t have to be a challenge. There are many online site building tools available on the web to help you.

Content, content, content

The future of marketing is definitely more social media and more interaction with prospects and clients. One of the best ways to gain attention is with good content on relevant topics or a highly customized message with valuable data. Prospects are gathering their own information and increasingly finding the content they need independently.

Get out of the office

Design business cards and start networking. There are two reasons to network: to help yourself and to help other people. Networking helps you identify new ways to expand the market for your services and new ways to leverage core operating competencies. You will see practices that have been tested and successfully implemented by others, which will give you the confidence to put the ideas to work. Most importantly, don’t forget to stay in touch!

Speak at a conference or seminar

Consider presenting on the features and benefits of using your products or services. If your business provides a service that targets prospects in your local community, speaking at a seminar can be a great way for you to get to know more about your contact base as well as demonstrate your expertise.

Get involved in fundraising for your favorite charity

This is a great way to promote your business and give back to the community. Consider raising funds for a local charity, something that you’re passionate about. Often you can generate public interest and free local radio and press advertising.

Maintain a commitment to client service

The most important aspect of marketing and promoting your business is to offer a flawless customer service experience for your clients.

Ask for feedback

Feedback and testimonials can help attract more clients to use your products and services based on others experiences with your company. Ensure that you ask your clients to leave feedback where ever appropriate.

Every product and service can be different to market and there are multiple ways to reach your prospects in every industry; but I would say that any marketing program that can’t be measured effectively is not worth doing. The bottom line is that you must be able to measure the return on your investment.

Five Key Tips for Keeping Company Data Safe 24×7 from Wombat Security Technologies

Wombat Security Technologies

Wombat provides security awareness training tips for employees to work securely away from the office. Every security officer should teach their employees these tips to protect company information.

Now that everyone can be connected to the Internet and access job-related software applications 24x7x365 via the cloud, employees can work from just about anywhere. While this is a terrific convenience, it also presents great cyber security risks. According to a recent study by PwC, 82% of large companies reported security breaches caused by staff, including 47% who lost or leaked confidential information.   In response to increased cyber security concerns, Wombat Security Technologies offers important tips to help employees work safely where ever they connect.

  1. Don’t take sensitive corporate info home with you on your laptop – Your employer’s data is valuable to thieves. The theft of customer data, trade secrets, company financial information, and other valuable data could cost your employer millions — and could cost you your job.
  2. Free WiFi can be dangerous – when using public WiFi avoid accessing websites withhttp://” which can be intercepted by anyone else on the network. Instead use HTTPS for any website that you log into.
  3. Public computers should always be considered unsafe – Key loggers and other malicious software can be installed by cybercriminals remotely to record everything you type.  Only browse on public computers, don’t log-in to any sites or personal accounts.
  4. Don’t use file sharing software on your work laptop – Many MP3s or video files available from file-sharing programs contain spyware or viruses. Installing programs like these on your laptop is like leaving your car unlocked.
  5. Don’t let children, or other family, use your company laptop – While well meaning, they might accidentally expose your computer, tablet, or company smartphone to spyware, viruses, or other risks. Even at home, you should lock your laptop when you walk away from it.

While these tips may seem to be common sense practices, there are too few people who actually follow them. More than ever, employees are making many choices every day between safety and convenience forcing businesses to address security beyond the office. Understanding the risks of those choices is the first step in making better, safer decisions.

Wombat Security Technologies offers practical tips like these through their interactive security awareness training products which are uniquely effective at teaching employees how to avoid cyber security attacks.

For more information about Wombat Security technologies, visit www.wombatsecurity.com .

Vivisimo Acquired: My Perspective from Startup to Tech Powerhouse

The sign on Vivisimo's headquarters in Squirrel Hill.

By Jonathan Kersting, jkersting@pghtech.org

The e-mail came across my desk around 9 a.m. Right from Raul. I couldn’t hardly believe my eyes. The subject line read : “IBM announces its intent to acquire Vivisimo.”

Raul Valdes-Perez, Co-Founder and Chairman of Vivisimo, said in the e-mail, “I thought to alert you personally about today’s news. http://www-01.ibm.com/software/data/info/vivisimo/ Thank you for encouraging me to start Vivisimo over coffee on Craig Street in 1999-2000, and for your ongoing support over the years.”

I was shocked and stoked to get the news a little bit before the other media and immediately posted to techburgher.com. I knew this day was coming. I actually thought that it might have come years earlier.

I’ve always had a soft spot in my heart for both Raul and Vivisimo. As he reminded me in the brief e-mail (that’s Raul’s style) I first met him before the company was actually formed. We met for coffee at the old Kiva Han on Craig Street in Oakland. It was the spring of 2000 if my memory serves correct. Internet search was just starting to gain momentum and Raul was showing me how his technology could make Internet searches easier and more efficient by clustering and categorizing search results. It worked. It worked really well.

Soon after, a company was born. Vivisimo developed its Clusty technology to enable better searches on the Web and it also developed enterprise search technology for large organizations and governments to easily sift through massive and often disparate sources of data.

The company grew at a very controlled rate. One of Pittsburgh’s more quiet startups. It was exciting to visit Vivisimo’s first offices on Beechwood Boulevard. I would ride my bike past the unassuming offices almost every day, having no clue that a company was baking inside. My first visit revealed maybe a dozen people crammed inside. It was a true startup. Hustle and bustle everywhere. The first thing I told Raul was that he needed a sign.

For the TEQ article, I took a picture of the entire team around a Honda Accord with a Vivisimo vanity plate. I had big expectations for this company.

Vivisimo survived the ups and downs of the market by slowly growing. Raul wouldn’t take the immediate and seemingly obvious path of taking on venture capital to grow the company. I kept expecting news of Google gobbling them up.

It never happened. Instead Vivisimo opened offices in the heart of Squirrel Hill to accommodate its staff of 60 or so people. I was stoked at my first tour. Lots of open space, even a roof-top patio! Man, things were popping. A giant sign even graced the side of the building. I got goosebumps. I knew Vivisimo really made it!

The company kept growing, landing massive customers and winning countless awards. I then received more news. Raul was stepping down as CEO and moving to the Chairman of the Board spot. He brought in John Kealey to fill the CEO slot. He knew he needed someone to take the company to the next level. After interviewing John on TechVibe Radio, I knew the company was in good hands. I also knew the game was on to either take the company public or sell it.

I kept tabs on Vivisimo. Despite the wretched economy, the company kept growing. It was only a matter of time and that time has come. Just about 13 years in the making.

It’s really bittersweet for me. I’m so happy to see this success. I hope and pray that Vivisimo’s presence stays and grows in Pittsburgh. I love the churn of our tech sector and I know that more companies will come forth from this. I’m also sad that I won’t be able to watch Vivisimo grow as Vivisimo.

I hope that everyone sees the acquisition of Vivisimo as a plus for the region. I’ve heard plenty of naysayers over the years pout that Pittsburgh only grows companies that will be acquired. Pittsburgh is a place where solid tech companies can grow, generate wealth and move the proverbial needle forward. I don’t care if you are acquired, go public or remain a quiet private company. What matters is the Pittsburgh connection. I predict that more good will come from the acquisition of Vivisimo than we’ll ever know.

Congratulations to Raul and the entire team at Vivisimo. You made me and the entire region very proud!

 

 

 

 

 

dotXXX in the Morning (after Sunrise)

By Stanley Ference, Ference & Associates.

Have you ever wondered what would happen if someone tried to steal your domain name? Better yet, have you ever thought about it being stolen by an adult entertainment company?  On September 7, 2011, the newest Sponsored Top Level Domain (sTLD) launched for use by the adult entertainment community and is .XXX (dot triple-X).  If someone registers your domain name in this sTLD, you may be concerned because of the implied content and association with the adult entertainment community.  A sTLD is a specialized top-level domain (TLD) that has a sponsor representing a specific community served by the domain.  The communities involved are based on ethnic, geographical, professional, technical or other theme concepts proposed by private agencies or organizations that establish and enforce rules restricting the eligibility of registrants to use the TLD.  Examples of sTLDs include .mil for the United States Military, .gov for the United States Government, .int for organizations established by international treaties between governments, and jobs for human resource managers.

Sunrise Period Ended on October 31st

Like launches of all new TLD’s, the launch of dotXXX included a sunrise period to provide some protection to owners of registered trademarks.  Basically, the owner of a registered trademark is able to pre-emptively register their trademark in the new domain, thereby precluding others from registering the trademark as a domain name.  Such protection of trademark holders is mandated by the governing body of the Internet, the Internet Corporation for Assigned Names and Numbers (ICANN), who approves all TLD’s.  Given the nature of the dotXXX TLD, a domain name registered during the sunrise period will not direct a user to a live website.  In other words, the domain name would not work and no one else would be able to register the domain name, thus effectively “blocking” the domain name in favor of the registered trademark holder.  There was a fee for this “blocking” service, which varies by registrar, but was generally in the range of $200-$330 per domain.  This was a one time fee good for as long as the registrar has the contract with ICANN (currently 10 years).  For the dotXXX TLD, however, the sunrise period ended on October 31, 2011 (extended from October 28).  If you missed the sunrise period, now what do you do?

The Broad Definition of the Adult Community

After the sunrise period, you must be a “member” of the adult Sponsored Community in order to register a dotXXX domain name.  Membership, however, is self-certified based upon a very expansive definition.  Basically, there are three types of members of the adult community:

(1) provider of online adult entertainment;

(2) representatives of providers (lawyers, agents, accountants, advisors, etc.)

(3) providers of products or services to either of the first two categories.

This third category is very broad and specifically includes entities such as adult domainers, manufacturers, delivery companies, caterers, distribution companies, merchant account services, make up artists, stylists, and hosting services, although there are any other number of possible entities which may also be included.  Read broadly, just about all businesses may be members of the adult Sponsored Community and eligible to register their domain name during Landrush.  There may, however, be concerns about self-identification as a member of the adult Sponsored Community.

Register During Landrush Starting November 8th

During Landrush, members of the adult Sponsored Community have the opportunity to register dotXXX domain names before the domain names are made available to the general public.  As discussed above, however, membership is very broadly defined.  If there is more than one application for a domain name, an auction will be held at the end of the Landrush period (currently November 25th).  Domain names registered during Landrush will direct a user to a live website of the registrant’s choice and are subject to an annual fee which varies by registrar.  Pricing includes a fee for membership in the adult Sponsored Community and one year of domain name registration.  Yearly domain name registration fees would then need to be paid.  Registrars are charging prices in the range of $180-$300.  It is possible to pre-register for Landrush.

Register During General Availability Starting December 6th

The General Availability period begins December 6, 2011, and remaining .XXX domain names will be allocated to applicants on a first come, first served basis.  If an applicant is a member of the adult Sponsored Community their registered domain names will direct a user to a live website of the applicant’s choice.  If an applicant is not a member of the adult Sponsored Community, the registration of the domain name will only block others from registering the domain name and the domain name will not direct a user to any live website.  The intention here is to protect personal domain names, company domain names, product domain names, etc., that didn’t have prior qualifying rights under the Sunrise period.  Registrations during General Availability are subject to a yearly fee in the range of $100-$130.

Call in the Lawyers

Of course, there are options if your domain name or other mark is registered in the .XXX TLD by someone other than you.  These options include (1) filing a proceeding under the Uniform Dispute Resolution Procedure (UDRP), in which an arbitrator determines whether the domain name was registered in bad faith, and (2) commencing legal proceedings (e.g., a lawsuit) to obtain possession of the .XXX domain name.  Options for lawsuits include lawsuits in local courts and in rem actions through the courts where the registry is located (the Southern District of Florida).  Such legal action, however, is significantly more costly than securing a .XXX domain name through other means.

Get a Trademark Registration to Use During Sunrise Periods of Other New TLDs

During the 32nd International Public ICANN Meeting in Paris in 2008, ICANN started a TLD naming policy which envisions the many new domains.  ICANN itself expects there to be hundreds of new domains.  Under this policy, companies will be able to register their brands as a TLD (for example, Apple could register .mac).  Under the new gTLD program timeline, an upcoming application window opens on January 12, 2012 and closes on April 12, 2012.  Any new TLD’s, however, would not be operational until sometime around 2014.  Additional information on the new gTLD program may be found at http://newgtlds.icann.org.  All such gTLD’s, however, will be required to have an intellectual property policy in place to protect the rights holders.  Since these policies have traditionally favored the owners of registered trademarks, it behooves a company to start the process to obtain a registered trademark for its domain name and any other mark it would like to preclude others from registering in a new gTLD.

If you have any questions about how to protect yourself in the dot triple-X domain, or how to register a trademark, you may call me on (412) 741-8400, email me on contact@ferencelaw.com, or learn more about the services Ference & Associates offers visit http://www.ferencelaw.com/intellectual.php.

 

Taking Control of your Financial Destiny Regardless of the Economy and Life’s Unexpected Twists

Article by Baum Consulting Group

The global economic turmoil has taught some cruel lessons. The most startling may be the realization that even the wealthiest among us are vulnerable to devastating losses if they lack a coordinated financial plan.

It may seem reassuring to have a “team” of advisors each of whom handles a different aspect of your portfolio.  But while some teams win the day, others rapidly self-destruct when faced with unforeseen calamities, sovereign debt debacles and rare Black Swan events that can be rationalized only after the fact — when it is too late to repair the fatal blow to your wealth.

There are various reasons why a team of advisors can stumble.  Chief among them is the lack of a designated leader, and too many separate conversations about the core issue — preserving your assets.  In this scenario you may rely heavily on the advisors you most trust, while ignoring the ones that have superior insight.  Also, conflicting advice causes analysis-paralysis, thus timely decisions are postponed or even forgotten.  Finally, the team may be mostly reactive and not proactive.

Compare the also-rans with the champions and you soon see the importance of coordination, cooperation and communication.  These three components are the hallmark of the kind of financial planning that truly secures wealth in any economic environment, says Ahmie E. Baum, managing director of UBS Financial Service Inc., heading the Baum Consulting Group (BCG) ofPittsburgh.

“If I say to someone that I want to talk about a financial plan, they’ll say they have one,” says Baum.  “Why?  Because they’ve got an investment planner, or they have an insurance plan or an estate, tax and debt plan.  But all these separate services are not an integrated plan or strategy.  Your retirement years can yield unexpected surprises and every baby boomer today is asking the same question: Will I have enough money to live a long and prosperous life despite pitfalls and unexpected events?”

Avoid These Blunders

There are countless pitfalls to keep you up at night.  One common error is to assume you’re covered if you have an investment plan.  Wrong.  Investing is only one aspect of a truly comprehensive financial plan.

Another stumbling block is risk assessment.  Just because you can invest more aggressively doesn’t mean that you should.  If after reviewing your total financial picture you believe you are on the right track, skip the risky business and sleep easy.

A death in the family, not surprisingly, can wreak havoc.  Yet do we plan for it?    Consider the homemaker whose successful husband suddenly passes away.  She is left with a financial plan she doesn’t understand.  And though her estate plan is based on avoiding federal death taxes, it doesn’t address succession planning.  Thus, the surviving spouse is left with barely enough money to live on.

Baum, a CFP® with over thirty-two years of experience, describes the example of baby boomer couple Michael and Marie, who thought they were well prepared.  Michael, an engineer, had always been a good planner, and Marie, a nurse, carefully managed the household finances. Before they turned fifty, they wisely decided to create a financial plan that included pension and tax strategies, life insurance policies and estate instructions.

So what went wrong? Through the years, the boomers didn’t keep track of what they’d set up.  They were busy at work, and they believed that they had adequately addressed their financial homework.

Twenty years later Michael is retired and Marie is suffering from chronic health issues. Investment losses mean they are struggling to pay down their mortgage on their vacation home, and taxes are eating away at their income.  Marie is nearly seventy and yet cannot afford to retire.

The couple believed they had an air-tight strategy, when in fact they had a collection of plans that were not complimentary or far-sighted.  For example, their investment plan took into account their risk tolerance, and yet did not illuminate the various dangers that might weaken them in the future.  Their tax plan addressed annual savings but not future liabilities.  Finally, they had an estate plan, but long-term health care was never addressed.

According to Baum, Michael and Marie are typical baby boomers.  They earned excellent incomes, built a plan, lost track of their goals, and awakened only after they had squandered their greatest asset — time.

“You have several advisors, and each sees your situation from his or her own point of view, rather than focusing on the big picture.  This can result in unintended and harmful conflicts of interest and ruinous gaps in your safety net,” he says.

Great wealth presents an even greater challenge.  Managing massive sums actually creates a second business that requires constant vigilance and expertise.  Do you have time to run the business that made you rich while also overseeing the one that will protect you from that rare catastrophe — a Black Swan — or global melt down?

A Personal CFO  

When building a house, you don’t meet separately with the plumber, electrician and bricklayer. You engage an architect or general contractor to take command of all aspects of the project.  Why should your financial security be any different?

A top-notch financial planner is essentially a personal CFO.  He or she coordinates the entire process, managing all the moving pieces of your fiscal situation.  The result is a durable yet flexible mechanism that is comprehensive and effective because all critical decisions and potential outcomes are verifiable based on probability studies.

A CFO does not work for free, so beware of “free plan” offers.  Often they have a bias toward the product or service being sold.  An insurance agent’s plan will outline a solution that involves purchasing insurance.  An investment company will deliver a free plan that involves some form of an investment.  An estate planner’s fee plan will outline the drafting of legal documents at a cost.

That means if you are not paying a separate fee for planning you probably are not receiving objective advice.  And that could cost you dearly whenever the economy encounters heavy winds.

Contrast the hidden conflict of interest in the “free” plans with fee-based planning, which has no particular ax to grind and therefore eagerly embraces a multi-disciplinary approach.

 

The Power of Planning

The Baum Consulting Group of UBS Financial Services is a proponent of The Power of Planning, whether for wealth accumulation, wealth preservation and risk control, or wealth transfer.

The Baum Consulting Group operates under a fee-for-planning model and, as such, charges for its plans along with implementation because it has tremendous value on its own merits.

Baum and his team have developed a five-stage process that continuously evaluates all aspects of the financial picture — not just investments — to help manage cash flow for the rest of the client’s life.  Baum says the results can be profound.

“You become proactive, while everyone around you is overly reactive to every hiccup in the markets.  You also learn to make informed decisions regardless of economic conditions.  And you begin to feel a lot more confident about your financial future knowing that you have a prudent, comprehensive wealth management plan in place,” he says.

Baum’s The Power of Planning approach starts with an in-depth discussion about life goals, financial aspirations, and unique situations.  Future simulation determines risk tolerance, and simulates the future with “what if?” modeling tools.  Next is a comprehensive plan that manages every aspect of wealth through a wide range of market conditions.  Regular review and mid-course correction allows the planner to fine-tune and adjust to unexpected situations, including changing objectives.

“Anticipation, agility and periodic reviews are major factors in taking control of your financial future.  Life happens.  When it does, it is comforting to know that you’ve done everything you can to get through today so that you can savor tomorrow,” says Baum.