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Page6E Sunday,October18,2015 DemocratandChronicle. com Business Events Conferences/Events Small Business Council Business Person of the Year Gala Luncheon: Award will be presented in two categories: l eaders of businesses with fewer than 50 employees and leaders of businesses with 50 or more employees. 10:45 a.m. to 1:30 p.m. Oct. 21. Registration required. The Joseph A. Floreano R ochester Riverside Convention Center, 123 E. Main St. $80. www.rochestersbc.com. Rochester Downtown Development Corporation The New Face of Innovation: This event will introduce some of the surprising new faces on the front lines of this growing economic movement. 11:15 to 11:45 VIP reception, 11:45 to noon registration; noon to 1:30 p.m. luncheon and program Oct. 27. Registration required. Radisson Hotel Rochester Riverside, 120 E. Main St. $60. (585) 5466920 or www.rddc.org. Finance Estate Planning: Pitfalls to A void: Examine the common misunderstandings and oversights pertaining to inheritance planning, including selecting beneficiaries, charitable intentions, trust creation, and tax i mplications. Presented by ESL Investment Services. 8 to 10:30 a.m. Oct. 20. Registration required. Irondequoit Country Club, 4045 East Ave., Pittsford. (585) 336-1000 or www.esl.org. Finance Boot Camp: Understanding Financial Statements: Using common financial i ndicators. 11a.m. Oct. 20. Livingston County Chamber of Commerce, 4635 Millennium Drive, Geneseo. Email vir- g firstname.lastname@example.org to register or www.livingstoncountycham- ber.com. From the Lender’s View: Update on middle market lending panel discussion presented by Upstate New York Chapter of the Turnaround Management Association and Risk Management Association. 5:30 to 8:30 p.m. Oct. 22. Registration required. City Grill, 384 East Ave. $40. (716) 440-6615 or www.turnaround.org. Health Insurance 2016 Open E nrollment: What Small Businesses Need to Know: Learn about plan choices, carriers, ways to save money and other tips. 8 to 9:30 a.m. Oct. 23. Registration required. Neigh- b orWorks Rochester, 570 South Ave. $10. (585) 348-7142 or www.rochesterconsultants.org. Finance Boot Camp: Understanding Financial Statements: Part 2. 11a.m. Oct. 27. Livingston County Chamber of Commerce, 4635 Millennium Drive, Geneseo. Email vir- email@example.com to register or www.livingstoncountycham- ber.com. Networking Rochester Hispanic Business Association Lunch: With Shane Badon, vice president and branch manager for New York State at Erie Insurance Group. 11:30 a.m. to 1p.m. Oct. 20. Registration required. Erie Insurance Group, 120 Corporate Woods, Suite 150, Brighton. $10 for lunch. (585) 256-4614 or www.rochesterhba.org. Exchange Club of Rochester: S ales networking. 9 a.m. Oct. 21 and 28. Registration required. Valley Manor Apartments, 1570 East Ave. (585) 737-6599 or firstname.lastname@example.org. Canandaigua Chamber of C ommerce Halloween Mixer: Dress up if you want. Enjoy hors d’oeuvres, and beverages by Kings Catering. 5 to 7 p.m. Oct. 21. Registration required. Community Bank, 659 S. Main St., Canandaigua. $5. (585) 394-4400 or www.canandaiguachamber- .com. Speed Networking: Participants should bring a stack of their own business cards and be prepared with a brief pitch about yourself and your business. 5 to 7 p.m. Oct. 22. Regist ration required. Rochester Business Alliance, 150 State St. $50. Register online at www.rochesterbusinessalliance- .com or rballiance@rbal- liance.com. R ep ya Brand Bowling Party: Xxtreme Entertainment provides aplatform where small businesses can assemble to showcase and educate the community on their brand. 10 p.m. to 2 a.m. Oct. 24. AMF Terrace Gardens Lanes, 1151Ridgeway Ave. $10 advance. (585) 254-0553, (585) 754-2337 or www.face- book.com/ events/1001795126568547 or XxtremeEnt@outlook.com. Other Frederick Douglass Toastmasters Club: Visitors are welcome. 7to 9:30 p.m. Oct. 22. Baden Street Administration Building, 152 Baden Street. Free. (585) 325-4910, ext. 127. Greater Rochester Postal Customer Council: “Mail Meets the Web: Keeping Direct Mail Relevant in an Online World.” 11:45 a.m. to 1:15 p.m. O ct. 22. Registration required. Main Post Office, 1335 Jefferson Road, Henrietta. $15, includes continental lunch. (585) 2725800 or www.grpcc.com. Women in Business: A Path to S uccess: Lawyer, author, filmmaker, and speaker Valerie Alexander will speak on her book “ How Women Can Succeed in the Workplace (Despite Having “Female Brains .). 2 p.m. Oct. 25. Women’s Rights National Historical Park, 136 Fall St. (Route 20), Seneca Falls. Free. (315) 568-2991or www.nps.gov/ wori. The Drive to Innovate: Stories from the Frontiers of Discovery: Presented by author and PBS Nova host, Brian G reene. 4:30 to 8:30 p.m. Oct. 27. George Eastman Museum, 900 East Ave. $40; $25 before Oct. 3; $10 students. www.nex- us-ny.org. Professional Development Microsoft Office Outlook 2010 - Part 1: 8:30 a.m. to 4:30 p.m. Oct. 19. Registration required. New Horizons, Logical Operations Training Center, 3535 Winton Place. $239. Register online at www.RochesterBusi- nessAlliance.com. Eyes Wide Open...for Business: With State Senator Rich Funke. 9:30 a.m. Oct. 20. Registration required. Perinton Community Center, 1350 Turk Hill Road, Perinton. Free. (585) 203-4545 or www.BizStartUp- NY.org. Getting Organized: The GO System: A course that helps become more focused, organized and productive, addresses several issues that help improve workplace results. 8:30 a.m. to 12:30 p.m. Oct. 20. Registration required. Rochester Business Alliance, 150 State St. $199. R egister online at www.Roch- esterBusinessAlliance.com. Microsoft Office Outlook 2010 - Part 2: 8:30 a.m. to 4:30 p.m. Oct. 20. Registration required. New Horizons, Logical O perations Training Center, 3535 Winton Place. $239. Register online at www.RochesterBusi- nessAlliance.com. Marketing on a Shoestring Workshop: Two hours. Learn tips, pointers and best practices that will help promote your business. 5:30 to 7:30 p.m. Oct. 20. Rochester Community Television, RCTV15, 21Gorham St. $15; $10 RCTV members. (585) 3251238 or www.rctvmediacente- r.org. Winning Strategies for Small B usiness Marketing: Learn how to differentiate your business against the competition using four critical marketing components. 7 to 8 p.m. Oct. 21. Registration required. Livingston C ounty Chamber of Commerce, 4635 Millennium Drive, Geneseo. $35. (585) 243-2222 or www.livingstoncountychamber- .com. Future Trends in Leadership Development: Is Your Company Ready: This interactive session will focus on the current environment and the challenge of developing leaders in an increasingly complex and uncertain world. 7:30 to 9:15 a.m. Oct. 21. Registration required. Monroe Community College Corporate College, 1057 East Henrietta Road. $25. (585) 292-3770 or www.roctd.org or email@example.com. Managing Emotions in the Workplace: 8:30 a.m. to 4:30 p.m. Oct. 21. Registration required. Rochester Business Alliance, 150 State St. $265. Register online at www.roch- e sterbusinessalliance.com. Microsoft Excel: Become a Power User: Presented by National Seminars Training. 9 a.m. to 4 p.m. Oct. 22. Registration required. Holiday Inn R ochester Airport, 911Brooks Ave. $139. Register online at www.nationalseminarstraining- .com. Cold Calling: Dale Carnegie workshop. 8:30 to 10 a.m. Oct. 22. Registration required. Dale Carnegie, 1200 Scottsville Road Building A, Rochester,. $29. (585) 328-4980 or https://rochester.da- lecarnegie.com/events/presenta- tion-skills-training/20150515/ register. Microsoft Office Excel 2013 - Part 1: 8:30 a.m. to 4:30 p.m. O ct. 22. Registration required. New Horizons, Logical Operations Training Center, 3535 Winton Place. $239. Register online at www.RochesterBusi- nessAlliance.com. M icrosoft Office Excel 2013 - Part 2: 8:30 a.m. to 4:30 p.m. Oct. 23. Registration required. New Horizons, Logical Operations Training Center, 3535 Winton Place. $239. Register online at www.RochesterBusi- nessAlliance.com. Microsoft Office Excel 2010 - Part 2: 8:30 a.m. to 4:30 p.m. Oct. 23. Registration required. New Horizons, Logical Operations Training Center, 3535 Winton Place. $239. Register online at www.RochesterBusi- nessAlliance.com. Human Resources For Professionals Who’ve Recently Assumed HR Responsibilities: Presented by National Seminars Training. 9 a.m. to 4 p.m. Oct. 29. Registration required. Holiday Inn Rochester Airport, 911 Brooks Ave. $149. Register online at www.nationalseminar- s training.com. Hot Dates You’ve just launched your start-up or small business. You’ve got a great idea. But then, you f ind customers aren’t r eally interested. Do you t hrow in the towel? No, you pivot. You’ve been running your small business successfully for years. But then, your industry changes. Do you look for a job? No, you pivot. You’re smart and doing well. But then, you notice there’s a real gap in the market for something you need. Do you complain? No, you pivot. “ Pivot” is one of the hottest words in b usiness today. With technological and m arket transformations coming at us a s rapid as meteors, an entrepreneur must be nimble to survive. And someone starting in one type of business may need to change — to pivot — to another. Reasons to pivot 1. To seize an opportunity 2. It’s time for “Plan B” 3. Something better comes along Pivot to seize an opportunity Many of the best pivots are inspired by a smart entrepreneur seeing — and seizing — an opportunity, particularly in their industry or area of expertise, often because they see a problem needing to be solved. “More than 60 percent of people who come in to see a doctor don’t have a procedure with that doctor,” said cos- m etic plastic surgeon Dr. Gary Bres- l ow. “It’s a very inefficient process, f rustrating both patients and doctors.” Breslow saw a need in the market. Thus was born his company, Zwivel (www.zwivel.com), a platform enabling those interested in cosmetic plastic surgery to find a doctor that best meets their needs and budget. During a ski trip with his friend Craig Abramowitz in 2012, the two conceived of an online method for patients t o check out multiple doctors, get their q uestions answered and get prices for p rocedures. “ We worked very hard and long on a platform to balance what the patients look for and what doctors look for. We had to meet the needs of both and wanted to mimic what happened in person.” Though he still keeps his plastic surgery practice going, Breslow pivoted. He soon put together a team, including his wife, attorney Loren Breslow. “I love plastic surgery, but I’m committed to making sure this succeeds.” Sometimes your original business plan just doesn’t work. It’s time for “ Plan B.” It’s time for ‘Plan B’ Pivoting is far more common than you’d ever imagine, especially for startups. Many of today’s most successful companies started with a different concept, then changed, when they hit a wall. S ome well-known recent pivots inc lude: » Twitter (www.twitter.com), a pod- cast directory called Odeo. » Groupon (www.groupon.com), a consumer action site called The Point. » Pinterest (www.pinterest.com), a mobile shopping site called Tote. » Instagram (www.instagram.com), asocial check-in site called Burbn. » Flickr (www.flickr.com), an online game called Game Neverending. » PayPal (www.paypal.com), a sys- t em to beam payments to Palm Pilots. B ut companies were pivoting long b efore the tech boom. One of the most successful pivots happened over a century ago. In 1902, five businessmen formed the Minnesota Mining and Manufacturing (MMM) company, bought a mine, and set out to extract a valuable mineral, corundum. Only problem: there was no corundum there. Whoops. The company quickly pivoted. The company now known as 3M (www.3m.com) started selling sandpaper (there was a lot of sand in that mine). But the company kept failing, a nd pivoting. Their openness eventu- ally led 3M to become one of the world’s most innovative companies. Some of the many inventions from 3M include masking tape, cellophane (scotch) tape, magnetic recording tape, video tape, Post-it notes, and a whole host of medical, solar, photographic and industrial products. Something better comes along Occasionally, entrepreneurs pivot because they recognize a better, or at least different, opportunity. In fact, that’s what happened to me. When I first went into business, I intended to be a consultant to wealthy individuals and small family foundations. I’d worked with non-profits and recognized wealthy donors needed p rofessional management of their char- i table donations. I saw a need, had the c ontacts, and soon landed a big client. A round the same time, purely by accident, I ran into someone who needed a business plan developed. I needed the work and plunged in. And then, a funny thing happened: I fell in love with business strategy and planning. And I pivoted. You can too. Strategies: Three ways to successfully pivot Among Rhonda Abrams’ recent books i s the 6th edition of Successful Business Plan: Secrets & Strategies. Register for her free newsletter at Planning- Shop.com. Twitter: @RhondaAbrams. RHONDA ABRAMS SPECIAL TO USA TODAY at home and the challenges of balancing a business and family. Why do so many small businesses f ail? Ithink because the entrepreneur gives up or the idea wasn’t good enough o r there was too much competition or they are lazy. You cannot be lazy and grow a business. Passion has to be acc ompanied by the willingness to work really, really hard. S ome business owners have families, can they do it all? You have to. I think balance is a really hard thing to find. Hopefully, you find a strong partner who will help you with the kids. I had a husband, a daughter, a beautiful home, animals; I still have all that, b ut no husband. The husband was the casualty of my business. I don’t think balance is the right word anymore. It is much more about cooperation. Your lifestyle has to cooperate with your business. Is the home a good place to start a business? Istarted my catering business in my basement. And that catering business led to a media empire and to a merchandising business. It’s been a real fantastic t hing for me and my company. You can start somewhere and without a huge a mount of money. That’s were most people get stymied, finding the money to grow their businesses. We talk about that a t the American Made event. W hen did you feel like you had made it? W hen I wrote my first book I realized NEW YORK There’s no place like home to start a business, according to Martha Stewart, but being an entrepre- n eur can also pressure your personal life. She would know. Stewart left a stock t rading career in the 1970s to launch a catering business from her home. That b usiness led to a book, a magazine and a media and home goods company that was worth nearly $2 billion at its peak. The company’s value has fallen since and Martha Stewart Living Omnimedia Inc. is now in the process of being sold to brand management company Sequential B rands for about $353 million. Stewart, who is currently on the board of the company she founded, gave up her CEO role more than a decade ago before serving a short prison sentence for lying to prosecutors about a stock sale. She now serves as chief creative officer. Stewart is gearing up for the company’s annual American Made event, where the lifestyle guru has been giving out cash prizes to small companies that sell hand-crafted products. Stewart also u ses American Made to take questions and dole out advice to all kinds of entre- p reneurs during a daylong summit. (This year’s American Made summit takes place in New York on Nov. 7 and c osts $300 a ticket.) I n an interview with The Associated Press, which has been edited for clarity, S tewart talks about how she got her start t hat I do have a voice and the power to encourage others to do good things. So was getting the book deal when you realized you made it, or was it the reaction to the book? Well, I knew it was a good book. Entrepreneurs have more faith in themselves than other people. You have to h ave faith in yourself; you’ve got to have confidence in yourself. I think it’s terri- b ly important to believe in your passion, and if you believe in it, you can develop it into something worthwhile. Y our company recently agreed to b e sold. How did you get to that decision, and how are you feeling about it? I wanted to grow our business and I in- v estigated many different things to do. We struggled in the last couple of years with less earnings than I would have hoped. This deal with Sequential Brands will be very good for our brand. We have abrand that is so strong and known worldwide and we have just not been able, with the management of Martha S tewart Living, to grow that business to match the brand. I think the expertise of t he new team will help us grow it in many different ways. So I am very enthusiastic about it, and I hope that the deal closes v ery soon. I will be on the board of Se- q uential and be creative director, so my job is only getting bigger. On building a home-based business Martha Stewart: How she got her start, and balancing a business and family JOSEPH PISANI ASSOCIATED PRESS MICHAEL ZORN/INVISION/AP “You cannot be lazy and grow a business. Passion has to be accompanied by the willingness to work really, really hard,” lifestyle guru Martha Stewart says.