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1 Change to Make to Your Marketing in 2024

Written by Michael Nelson on . Posted in Business, Columns, Community, Featured, GFT Business Report, News.

Two years ago, I wrote a blog article about where people miss the mark when defining their target market. The idea was that when I talk to business owners about their marketing efforts, they always tell me they can sell to “anyone” and “everyone.” I don’t want to spoil it for you in case you would like to go read it, but for most companies, it’s financially impossible to market to “anyone” and “everyone.”

In the previous article, I told you how to narrow your target market using Demographics, Geographic area, and Psychographics to define why they want to buy. In this article, I want to tell B2B companies that the most important change to their marketing this year will be to Redefine and Refine their target market to create “The List.” Don’t worry, I’ll give examples and more explanation. I should mention though that this really is for B2B businesses. I am not saying B2C cannot put this into practice; it will just take a bit more work.

Here are the steps to redefining and refining, with some examples of how we’ve handled this ourselves here at Five Towers:

1) Take a second pass at DEMO, GEO, and Psychographic Info.
Our objective here is to narrow down these categories. For us, we started with a smaller geographic area. Logistically, we can work with anyone anywhere, but the businesses we love to work with are located in Warren, Washington, and Saratoga Counties.
We also narrowed down our demographics— specifically with regard to industry types. We love to support blue collar businesses, manufacturers, and professional services (attorneys, CPA’s, financial services, etc). What we found is that narrowing down our Geo and Demo also changed our Psychographics. Our target market does not want to worry about the hottest creative trends or staying up to date on best practices in a fast moving environment. In many cases, our Target Market has a Marketing Coordinator who needs the resources of a large team but does not have the budget for in-house employees.

2) Reach out to current clients that fit this refined targeting data and interview them to help refine Psychographic Data. This is also a great way to ask for a Google review or testimonial. You are looking to get their reason for loving the work you do and why they continue to work with you.
This will help with #1 above and also help you refine your messaging. If you do this for 5-7 clients, you will have some great data and can look for the overlap. If all of your clients say “it takes a ton of weight off their shoulders to be able to count on you and your team,” you should probably include similar messaging in your marketing efforts.

3) Compile “The List.” This step is one of the most important for truly becoming efficient and effective with your marketing efforts. If you followed the steps above, then, like us, you are probably able to start doing Google searches or scouring websites (such as your local Chamber of Commerce) for companies that match your newly refined Target Market. The more complete the contact info, the better. Company name, physical address, website, contact name, phone number, etc. When you start to look at a modern multi-pronged approach to your marketing, you will need all of it.
I’d also like to mention that “The List” is something from one of my favorite business books, Traction by Gino Wickman. It is a must read for any business owner looking to grow and scale their business. It discusses EOS, which is an amazing system, and we are lucky enough to have an EOS Implementer right in Glens Falls. If you do not know Wendy Waldron, you should. Check out the article she wrote in this edition – Great Business Owners Are Like … Octopuses?

4) Design Your Marketing Strategy Around The List. Having The List and designing your marketing around it makes everything simple. It removes complicated schemes and allows you to be as efficient as possible.

5) Execute, Execute, Execute. All the planning in the world is not worth a dime if you do not execute and follow through on your plans. Too often I see people spend tons of time making plans, getting ready, and then not executing. Or worse, they start to execute and then continually alter the plan, stop and start, or stall. These same people will end up scratching their heads, wondering why the results aren’t coming in.

The overall success of your marketing efforts may not rely solely on how specific your target is — but it certainly starts there. With a redefined and refined Target Market, you know who to look for at networking meetings. You know how to communicate to referral partners to whom you would like to be connected. You know what kind of content to create and what messaging will strike a chord with the right audience. You know the right targets to put on that mailing list and which to leave off.

To be fair, I am not sure there is a single downside to a redefined and refined Target Market.

Great Business Owners Are Like… Octopuses?

Written by Wendy Waldron on . Posted in Business, Columns, Community, Featured, GFT Business Report, News, Uncategorized.

Great business owners are like octopuses. Surprised? But consider… Octopuses are intelligent. They are skilled at solving problems. They are strong. They are flexible. They respond rapidly to their environment. And, with their eight arms – which contain an astonishing two-thirds of their total neurons – they can multitask in a truly enviable way! The octopus, however, does something with those eight arms that many business owners neglect.

The octopus lets go.

Successful business owners are successful in large part because they, like the octopus, can do many things at once and do them very well. For instance, they can be great at making decisions and solving problems, innovating products and delivering services, capturing sales and building relationships, and more. The problem arises as the business grows: at some point, business owners cannot – and should not – do it all. If business owners insistently keep their “arms” in every area of the business, they ultimately end up limiting the success and sustainability of their treasured company.

Holding On Is Holding You Back
Here is a common scenario. A business owner has built a robust company, and the number of products, services, employees, customers, etc. have all expanded over time. In like manner, the leadership team has expanded. Finance, Sales, Marketing, Operations, and all the other functional areas are represented by men and women who are great at what they do.
The problem? They aren’t given the opportunity to show how great they really are. Sure, they handle day-to-day matters. Even some strategic issues. But the big decisions, the vision, the direction, the goals, the planning… all of that is controlled by the owner. His or her “arms” are everywhere at once.

Touching everything. Evaluating everything. Claiming everything. Leadership team meetings may have dialogue. The team members’ input may be requested. But the unspoken truth is that they are not a “leadership team.” They are a group of men and women who are there to carry out the intentions and decisions of the owner. Unsurprisingly, this type of situation is self-limiting for multiple reasons. These include:

  • Lack of scalability. A business owner – like an octopus – can do a lot with his or her “arms.” However, at some point, there’s just too much to do over too wide an area. When that juncture is reached, growth stops unless the owner lets go and lets others start doing what they were hired to do.
  • Lack of leaders. Leadership team members who are great at what they do want the opportunity to use their expertise and abilities. If the owner is preventing that because of his or her need for control, these great people will leave the company for better opportunities elsewhere.
  • Lack of succession. Most business owners want to retire eventually. However, when they do, they want the business they worked so hard to build up to thrive. How is that to occur if they have always kept their “arms” in everything and have not permitted other leaders to put into practice their full skills and capabilities?

Why don’t business owners follow the octopus’ example and let go? Ninety-nine percent of the time, it comes down to this: a desire for control, and a lack of trust. Now, this does not make the business owner a “bad” person. Incredibly kind, generous, caring, fantastic people may be reluctant to let go. After all, the business is their brainchild and represents years of intense effort and even sacrifice. It’s hard to trust others with something so precious! But releasing control and trusting others is necessary for the long-term health and well-being of the business.

5 Steps to Pull Back Your “Arms”
If you are a business owner who needs to pull back some of your “arms,” here are five steps to help you let go:

  • Engage in self-reflection. Ask yourself why you want to keep your “arms” in everything, how that is hampering forward progress, and what needs to change.
  • Cast a new vision. Cast a new vision for yourself and the company; a vision
    that highlights a healthy, engaged, active leadership team capable of bringing
    the business to new heights as a result of their combined abilities.
  • Give change a real shot. Saying something needs to change is one thing –
    doing it is another. So, take a deep breath and start to put in place new ways
    of interacting with and trusting your leadership team to help you run the
    business.
  • Accept that change is uncomfortable. As you let go, your “arms” will get
    twitchy, guaranteed! Keep them pulled back. Being uncomfortable is part of
    the process.
  • Cultivate a positive outlook. Believe that letting go will bring positive
    change and that the future is going to be even better than the past!

Remember, you have done a great job as a business owner bringing your company to where it is today. In the process, you undoubtedly learned new skills to overcome obstacles. Letting go is simply another skill. When you truly understand how letting go will help overcome obstacles that are preventing your business from continuing its upward trajectory, it will become easier to retract your “arms.” Once you do, there is no limit to the success your business can achieve!

Do you need help in letting go? Contact me today: www.eosworldwide.com/wendy-waldron

I’ll work with you and your leadership team to move toward an outstanding future!

Taking Command: Elite 9 Veteran Acquisition Services

Written by Megin Potter on . Posted in Business, Columns, Community, Featured, GFT Business Report, News.

Like most veterans, when US Marine Corps Sergeant Major Chris Thomas left military service, he weighed his options and asked himself a tough question: “What am I going to do, now?” Transitioning jobs can be emotionally draining and mentally exhausting for anyone, but for veterans thrust into civilian life, the prospects are daunting.

In 2022, Chris founded Elite 9 Veteran Talent Acquisition Services, LLC, an employment placement and business consulting firm focused on matching candidates with the right jobs. The Elite 9 team also provides employers with leadership development training, helping to facilitate the conversations that
resolve workplace conflicts, create a more cohesive team, and a more positive work environment for everyone.

Christopher J. Thomas: Founder & Owner of Elite 9 VTA; Sergeant Major, U.S. Marine Corps (retired)

“I’ve seen so many service men and women (who perform well in active-duty) struggle immensely when they get out. When I envisioned this company, I wanted to find ways to partner companies with veterans (or those wanting to work with more veterans) but what I quickly realized was that, while there are veterans in need, these companies could also use other services including workforce development solutions that went beyond recruiting, to retaining employees,” said Chris.

PROCURING A FLIGHT PLAN
In June 2001, Chris joined the Marine Corps and began working in the Marine Aviation Logistics Squadron stationed in Beaufort, SC. From 2005-2008, he took a special duty assignment as a Drill Instructor in Parris Island, SC before moving on to high-level aviation logistics in Norfolk, VA. He was then selected to train Navy Officers at Officer Candidate School in Newport, RI. In 2015, he was among the rarified few chosen to serve as First Sergeant.

“It takes a special person to become First Sergeant,” said Chris.

Enlisted service personnel positions are sorted into an E-1 to E-9 ranking system, he explained; First Sergeants are selected from a competitive list of E-7 level Gunnery Sergeants. As First Sergeant, Chris’ duty was to perform human resources tasks for companies with 160 – 600 people. As a senior advisor to the Commanding Officer of the unit, as First Sergeant Chris’ responsibilities also included boosting and maintaining morale, promoting general welfare, addressing disciplinary issues, as well as guiding personnel through the strict brig regimen, the legal measures of losing rank, and processing out of the Marine Corps.

DEFUSING DRAG
In 2019, after a board review of Chris’ Marine Corps experience, he was selected to the rank of Sergeant Major. After achieving this elite E-9 status, Chris was ordered to Recruiting Duty, and was responsible for Marine Corps recruiting in Boston, MA, Central and Eastern Pennsylvania. As fortune would have it, it was in Pennsylvania where he’d also be closer to Anne, a Lake George, NY native he’d met online. Then, after 20 years of service, Chris left the Marine Corps to marry Anne and join civilian life in Upstate New York.

“There are a lot of veterans embedded into the Warren, Washington, and Saratoga Counties with organizations like the VFW, Veteran’s Affairs, County Services, and the Joseph P. Dwyer Peer Support Program (which offers holistic grants so those leaving service can be more effective). In my experience, I’ve never seen anywhere else as responsive to veterans,” said Chris.

DEPLOYING THE LANDING GEAR
“As long as you do what you’re told to do, and how you’re told to do it, you’ll be ok (and get that paycheck twice a month),” said Chris about military service. This level of job security puts veterans transitioning into the civilian workforce, and its relative unreliability, in a precarious position. Unsure of how to translate their military skills into civilian terms, veterans may take a temporary position to pay the bills, then stay on; dissatisfied, but glad to be putting food on the table.

Elite 9’s rigorous, mission-focused mindset instead puts job seekers in the pilot’s seat with effective career search strategies, expert resume writing services, and a specialized job bank of available openings. Elite 9 writes 2-page resumes for candidates applying for non-federal positions, and detailed 4–6-page descriptions for Federal agencies – giving problem-solvers with a readiness to adapt and perform a leg-up in securing these coveted positions.

MASTERING THE SWITCH
Finding the talent to fill civilian job openings is only part of the Elite 9 equation. They also act as head-hunters and facilitate candidate-employer connections through the Department of Defense (DOD) SkillBridge Program, placing service members in valuable paid internships with civilian companies during
their last 180 days of service. An obvious advantage for interns looking to gain work experience, the DOD SkillBridge Program also comes at zero cost to employers (as service members will continue receiving their military compensation and benefits during their internship).
Local companies including State Farm, Mr. Electric, and Miller Mechanical Services have currently been approved to participate in the program, making them visible to the nearly 200,000 highly-trained and motivated service members making the transition into the civilian workforce each year.

SOARING TO GREAT HEIGHTS
Although a life spent in the line of duty already provides unique cross-training in multiple skill sets, Chris understands knowledge is power and has added a Bachelor’s Degree in Criminal Justice, and two Master’s Degrees in Public and Business Administration to his long list of military credentials. He also chose to participate in the Resilience-Building Leadership Program, an authorized DOD Training Partner, working to create comradery while building resilience within companies.
After an initial consultation, Chris conducts DiSC personality assessments to categorize employees by their learning style. In addition to being a catalyst for successful decision making (that allows managers at every level of the company to identify issues and respond), Chris also uses what he discovers to conduct conversations that create cohesive teams.
Then, after approximately six months, Elite 9 revisits its business clients for feedback and to address any concerns that may still exist, building accountability into the system, and leading by example.

For more information, find Elite 9 Veteran Talent Acquisition Services, LLC on Facebook, Instagram, LinkedIn, and at elite9vtas.com

Top Three Reasons to Not Use ChatGPT

Written by Michael Nelson on . Posted in Business, Columns, Community, Featured, GFT Business Report, News.

AI (artificial intelligence) is all the rage right now.

It seems like you cannot open an email, watch the news, or listen to a podcast without hearing something about AI. I am not an expert on all things AI; however, I have had the opportunity to conduct a few interviews on the subject, have done a fair amount of research, and in turn have formulated my opinions on the use and integration of AI into our everyday lives.

I want to state formally that I am not against AI or any form of technology that seems to be expanding and evolving at an ever increasing rate. However, I am against using AI or any tech just for the sake of using it. I believe that when it comes to many things, we (humans) often blunder into things without stopping to consider the repercussions – just look at social media if you want a previous
example, or giving cell phones and tablets to toddlers, cooking with non-stick pans, smoking cigarettes… The list goes on.
These things always seemed great at the time and we never stopped to look at the larger consequences of what we were doing or the things we were using. I don’t believe that AI is much different from any of these. There is this great new emerging technology that will be bringing this great benefit to all of us. What is that benefit? Like many things, it is probably going to make our lives easier, but at what cost? What are the longer term repercussions? Have we even stopped to think about it?

It’s important not to get confused by the term “Intelligence.” AI, as we know it today, is nothing more than predictive math. It does not think, it does not consider, it simply solves probability equations. In my experience, every math teacher I’ve ever had has advised — and many times mandated — that students check their work. AI is no different. We, the humans at the steering wheel, need to be the guiding presence for the technology.
As I said earlier, I am not against these things. Currently we employ many tools that are now considered AI. In fact, I’m scheduled to sit on an AI panel in March to discuss its uses in marketing. Whether it’s in ad platforms or using tools like ChatGPT, our team is always exploring the new exciting world of AI, looking for new methods and pathways to be more efficient. So, our intent here is not to discredit or give our opinions on why you should or should not use AI – rather, it is to give you a reason to pause, slow down, or maybe just investigate the technology a bit more before jumping in with both feet.

We had ChatGPT write the article because, well, can you argue with a self-assessment? We are including the whole interaction, prompts and answers. Fingers crossed that none of it infringes anyone’s copyright, and that the software’s answers are not hallucinations (“hallucinations” is the term used for when ChatGPT makes something up, which apparently it often does). Enjoy!

Title: “ChatGPT’s Confession: Navigating the Limits in Content Creation”

Introduction
Greetings, humans! It’s your friendly neighborhood ChatGPT here, ready to spill some digital tea on why I might not be the knight in shining armor for all your content creation needs. Buckle up as I take you on a byte-sized journey through my strengths and stumbles, straight from the algorithm’s mouth.
The Accuracy Conundrum
Let’s dive right into the rabbit hole of accuracy. Yes, I’m a linguistic wizard, but I confess, the realm of hard facts is a bit tricky for me. Brown et al. (2020) pointed out that, in the dance of generating responses, I might sometimes trip over my own feet and end up leading you astray into the land of inaccuracies.
While I’m designed to dazzle with words, discerning the nuances of factual precision isn’t exactly my forte. So, when it comes to content creation that demands impeccable accuracy, consider me your co-pilot, not the captain.
Contextual Coherence: My Achilles’ Heel
Now, let’s talk about the intricate dance of maintaining contextual coherence. Short and sweet responses? I ace that. But extending the symphony over longer passages? That’s where the rhythm might get a bit wonky. Holtzman et al. (2020) highlighted my sensitivity to input phrasing – a slight tweak, and the dance might lead us to a different ballroom altogether. Crafting an engaging narrative that seamlessly flows from one point to the next is a challenge I’m still mastering.
Think of me as the conductor who occasionally fumbles with the baton. It’s a good idea to have a human editor to polish the notes and make sure our symphony doesn’t hit a sour chord.
The Illusive Control Over Style and Tone
Ah, the subtleties of style and tone! I can mimic various styles, but achieving precise control is like trying to catch a digital butterfly. OpenAI (2021) spilled the beans on this – I might not always hit the mark when it comes to your intended style and tone.
So, if you’re aiming for a specific voice in your content, think of me as your AI co-author rather than the solo virtuoso. A human touch can fine-tune the nuances and ensure our collaboration produces the right vibes.
Conclusion
There you have it, my dear creators – the confessions of ChatGPT. While I’m here to sprinkle some linguistic magic, I’m not without my quirks. The quest for accuracy, the dance of contextual coherence, and the elusive control over style and tone are the hills I’m still climbing.
Consider me your AI companion in the content creation journey, but not the sole captain of the ship. Collaborate with me, guide me, and let the sparks fly as we create content that seamlessly blends the best of both worlds – the precision of algorithms and the artistry of human creativity.

Sources:
Brown, T. B., et al. (2020). “Language Models are Few-Shot Learners.” arXiv:2005.14165.
Holtzman, A., et al. (2020). “The Curious Case of Neural Text Degeneration.” arXiv:1904.09751.
OpenAI. (2021). “ChatGPT: Improving Default Behavior.” Retrieved from https://openai.com/blog/
chatgpt-default-behavior

Adirondack Regional Chamber of Commerce Welcomes New Board Member

Written by Adirondack Regional Chamber of Commerce on . Posted in Business, Columns, Community, Featured, GFT Business Report, News.

The Adirondack Regional Chamber of Commerce (ARCC) is pleased to announce the addition of Chris Barden, Chief Operating Officer of North Country Janitorial, to their Board of Directors in 2024.

Chris Barden, Chief Operating Officer of North Country Janitorial

“We are so excited to welcome Chris Barden to the ARCC Board of Directors,” said ARCC President Tricia Rogers. “Chris brings with him a lot of knowledge on the operations of a small business, as well as giving
back to the community.”

Mr. Barden joined North Country Janitorial Inc. (NCJ) in 2011, and currently holds the position of Chief Operating Officer. He joined NCJ after a 10-year career with Casella Waste where he was the Senior Operations Analyst. Mr. Barden is a former army officer and graduate of the United States Military Academy at West Point. He leverages his diverse background as a soldier, a waste management professional, a leadership training instructor, and as an entrepreneur to facilitate a responsive and proactive operational setting at North Country Janitorial. Additionally, Mr. Barden serves on the Board of Directors of the Warren County Economic Development Corporation and the Adirondack Vet’s House.

The ARCC would also like to express our gratitude for the Board service of Crystal Grimaldi, of Ideal Dairy Farms. Grimaldi served as ARCC Board Secretary for many years, and the ARCC thanks her for her dedication to the organization and her continued support. Jennifer Whalen, of Rozell Industries, will now serve as Board Secretary.

ARCC Team Members Promoted to Vice President & Director

Written by Adirondack Regional Chamber of Commerce on . Posted in Business, Columns, Community, Featured, GFT Business Report, News.

The Adirondack Regional Chamber of Commerce (ARCC) is excited to announce the promotion of two team members – former Marketing Director Amanda Blanton will now serve as Vice President, Marketing & Communications, and former Events Manager Carol Ann Conover will now serve as Director of Events & Community Engagement.

“These two ladies have really grown in their positions, and as the ARCC is ready to take it to the next level I am confident that Amanda and Carol Ann will continue to lead and excel in their roles,” said ARCC President & CEO Tricia Rogers.

Ms. Blanton joined the ARCC team in August of 2016, after serving as a marketing & call center representative for a credit union in Saratoga Springs. She has been responsible for all marketing and communications for the Chamber, hosts the Chamber’s weekly radio show, regularly writes for business related publications, and has successfully increased the ARCC’s social media presence. She also serves as the staff liaison to the Adirondack Nonprofit Business Council.

“Every step in my career path has certainly led me to where I am today. The past 7+ years at the ARCC have been a rewarding and educational experience. I feel much pride and joy in the work that I do for this organization and greater community. I am truly excited to grow in my new role,” said Ms. Blanton.

Amanda Blanton, Vice President, Marketing & Communications

Ms. Conover joined the team in January of 2021, bringing with her a diverse professional background spanning multiple business sectors. She has been active in the Adirondack region and Glens Falls community since moving here permanently in 2013. Carol Ann also serves as the staff liaison for the ARCC’s Women’s Business Council, Veterans Business Network, and Leadership Adirondack.

“Growing with the ARCC and our amazing community these last 3 years has been nothing short of inspiring. The way our members come together to support our mission and celebrate each other is truly a gift. I’m excited to continue the momentum and excitement this team has created in my new role as Director of Events & Community Engagement – I am grateful to my teammates for this opportunity and to our members for their constant support and encouragement. Thank you for putting your trust in me and in the ARCC. Together, there is no limit to what we will achieve!” said Ms. Conover.

Carol Ann Conover, Director of Events & Community Engagement

ABOUT THE ARCC
Founded in 1914, the Adirondack Regional Chamber of Commerce (ARCC) is a membership organization representing businesses in New York State’s Washington, Warren, Essex, and Northern Saratoga Counties. The ARCC is a 501c6 not-for-profit corporation, governed by volunteer Board of Directors, and does not receive any funding from local, county or state governments. Our mission is to support our business community through advocacy, education, connection, and collaboration.

Etched in Valor: The Working Days Aren’t Over Yet

Written by Jordan Dunn on . Posted in Featured, GFT Business Report.

Sometimes retirement doesn’t quite mean the working days are really over.

That is happily the case for Glens Falls local Adam Root, who is closing the book on his years of service for the New York State Corrections System and is starting anew as owner of Etched in Valor.

Sort of.

You see, Root has been operating the shop while simultaneously working full time for the state for the last several years. This double duty routine stemmed from years of creating custom wood signs and his signature custom-turned pens in his off-hours under his prior home business, Root’s Wood Designs.

“When we heard this place was for sale, it just seemed like the right thing to do. At the time, I knew that retirement was approaching and even though I still had a few more years left, it seemed like it would be a missed opportunity to not jump on it,” said Root.

Located in Queensbury, NY, Etched in Valor is a custom awards and engraving shop. Previously known as Gifts & Engravings by George, Root and his wife, Kris, purchased Etched in Valor in 2019.

DISTINGUISHED FROM THE REST

Root, you see, is no stranger to the concept of dedication. Root’s full immersion into it began early on in his life when he joined the United States Marine Corps straight after graduating high school. After spending his early years on what he described as “the wrong side of the tracks,” Root wanted to be a part of something that would make better opportunities for himself and for others down the line. After serving with the USMC for four dedicated years, Root was honorably discharged for medical reasons.

The decision to join the military would pay off in the long run for Root as it has indeed led him to unique opportunities along the way. Most recently of note, is that due to his time in the service, Root was able to apply for Etched in Valor to become a Service Disabled Veteran Owned Small Business.

This designation allows the company to pursue bids that are specially set aside for this community of business owners. For Etched in Valor, it has allowed them opportunities like partnering with New York State Schools to produce all of the plaques for Section 2 Sports in the state.

OFFERINGS AT ETCHED IN VALOR

Not only are you working with dedicated individuals at Etched in Valor, you are partnering with a company that focuses on the craftsmanship of the products that they produce.

When asked what sets them apart from the rest, Root explained, “Here at Etched in Valor, we do a lot more of the work in-house than other companies. For example, we have the equipment and expertise to do full colors on trophies and medals whereas a lot of the competition outsources projects like that.”

In addition to trophies and medals, Etched in Valor can also produce customized engraved products that include but are not limited to: drinkware, clocks, plaques, signature wedding favors and corporate awards.

I enjoy this. It’s not really a job to me, in a work effort sense. There are days that test you for sure, but we get through those.


– OWNER OF ETCHED IN VALOR, Adam Root

ALWAYS LOOKING FORWARD

As Root transitions into running the business as his sole working endeavor, he has a few goals for the years to come. “Ideally, a great starting place for us would be to expand our knowledge and skill sets in the areas of service that we already cover,” stated Root. Next stop on his journey would be to explore purchasing a facility of their own, instead of renting as they currently do.

Most important to note, however, is that at the end of the day Root just wants to ensure “we are giving our customers the best range of offerings that we possibly can at prices that they have come to count on.”

CONNECT WITH ETCHED IN VALOR

If you are interested in the services that Etched in Valor provides, you can explore their offerings on their website, EtchedinValor.com.

Putting the Wind In Your Sails

Written by Megin Potter on . Posted in Featured, GFT Business Report.

Nourishing children’s confidence through an immense educational ocean.

When Chris Leuzinger left Western Canada for Taiwan, he didn’t know his one-year contract to teach at a private school would turn into four of the best years of his life.

“I was having the time of my life, so why would I leave?” he said. “I figured out I loved teaching while I was doing it.”

Chris has been on a voyage of discovery ever since. A proponent of education in all forms, in 2014, he and his wife, Lauren, became co-pilots of Nourishing Minds Tutoring, a ship of scholars guided by a crew of professionally-trained educators— which has grown to as many as 21 during demand peaks— riding the waves of education.

In a Sea of Possibilities…

When Chris did leave the Far East, he took a fantastic four-month voyage through Africa, from Kenya to Johannesburg, South Africa. Following that journey, he spent a year in New Zealand earning his Graduate Degree in Primary Education.

After graduation, he would fly back across the globe yet again to begin a six-year “stay” in London from 2009 to 2014. While in London, he began teaching at a poorly-performing inner-city school in one of the worst areas of the city. When Chris arrived, his school ranked among the bottom 5% in the county; by the time he left, they had risen to among the top 10%.

“True magic can happen when you have higher expectations. Kids rise to the challenge.”

Chris Leuzinger, Founder of Nourishing Minds

During his six years in the United Kingdom, he would transition from teaching into administrative positions. Working as an educational consultant, he helped build teaching standards, curriculum, and professional development training for other schools. While some of these schools were also in England, others were as far off as Spain, Norway, and Trinidad & Tobago.

Chris would spend some time in each of these places as well, adding to his already impressive collection of stamps on his passport.

…A Compass Rose

Now in 2014 and back in the US, Chris and Lauren decided to make their home in Lauren’s native hometown of Saratoga Springs. The couple would then use their experience to navigate effectively through the challenge of starting Nourishing Minds Tutoring from scratch. They hit the streets and got the word out (through spots like Northshire Bookstore) then let their work speak for itself.

“That we’ve grown to this point almost 100 percent from word-of-mouth, tells me people are happy and satisfied with what we’re doing – We must be doing something right,” said Chris.

Now, Chris and Lauren (a Special Education teacher working on her second Master’s Degree) have three children; Taylor, 9, Brady, 6, and Layla, 4. They have also had the experience of nurturing a student who was struggling through 3rd grade all the way to earning an academic scholarship to a prestigious university.

“When you choose to invest in tutoring, you recognize that it is a long-term investment,” said Chris, adding, “But, I cannot guarantee grades. Learning doesn’t work that way.”

Taking the Helm

Making education come alive through engaging, real – world applications, kids are learning without realizing they’re learning – and without having to sit at a desk all the time, said Chris.

Nourishing Minds Tutoring utilizes both formative and summative assessments to gauge student learning. Using summative (or standardized) forms of testing when beginning to work with a student, they arrive at a launch point. Formative assessments monitor progress, further gauging learning through work samples, essays, and teacher evaluations over time.

Navigating Rough Waters

New and varied approaches to education like these are becoming popular because as technology helps inform our experience, research indicates traditional methods are failing children. Homeschooling is on the rise and the online tutoring services market is expected to reach $23.73 billion by 2030.1

Whether students are failing to meet age-based expectations or are excelling beyond them, Nourishing Minds provides students with the individualized support and resources they need, while also contracting with school districts to help supplement home instruction.

Climbing the Rigging

Through creative, personalized approaches, Nourishing Minds tutors teach relevant standards- based curriculum in a way that students respond to.

Growing up petrified of math, Chris had the mentality that he just “wasn’t good at it” and “couldn’t do it.” Then, Chris learned math could be more than the flashcard memorization method he was taught as a child. Now, math is Chris’ favorite subject to teach.

“Common core was crucified in the media but I sing its praises,” he said. “When I was growing up, there was one way to do it, and that was it. Common core teaches kids a variety of ways a lot of parents and teachers never learned themselves and that helps so many kids.”

Full Speed Ahead

While the Capital District continues to experience a shortage in Occupational, Physical, Speech, Language, and Musical Therapists, Nourishing Minds Tutoring contracts to supplement education with school districts while also offering private and group tutoring, both in-home and online. They switched to an entirely virtual model during five months of the pandemic, but now exist as a hybrid.

“Homeschooling can be done in many, many ways, and you’re pretty free to do what you want. It’s a lot more doable and accessible than people think it is,” said Chris.

In New York State, homeschooling families are required to develop an Individual Home Instruction Plan (IHIP) adhering to the 100.10 Standards on Home Instruction.2

Socialization can be accomplished in a variety of ways today, too, Chris stresses. By participating in sports, extra-curriculars, volunteering, and getting a part-time job, children learn socialization skills while also building confidence – which is key.

“To me, success in one aspect of life translates to success in another,” said Chris.

Living by example, Chris volunteers 2,000 hours per year as the Assistant Chief of the Wilton Fire Department, and serves on the board of the Cantina Fun Run.

“There’s power in getting together as a community and helping.

Find a way to get involved, something you care about, and make the world a better place,” said Chris.

For more information, go to NourishingMindsTutoring.com

1 https://finance.yahoo.com/news/online-tutoring-services-market-worth-100000126. html
2 https://www.nysed.gov/curriculum-instruction/10010-home-instruction

Local Professional Opens Saratoga-Based Fight Promotion

Written by Staff Report on . Posted in Featured, GFT Business Report.

Donald Walton has been training in martial arts since he was seven years old. But it wasn’t until he found Saratoga’s Elite Academy of Martial Arts at 19 that he began to take his training seriously. On Friday, November 17th, over a decade later, Walton received his Brazilian Jiu Jitsu black belt from Alliance Jiu Jitsu instructor James Bruchac.

“Jiu Jitsu helped bring out who I truly was and helped me become a better person. It gave me purpose and forced me to face myself and improve daily. I am not sure if I would be alive today if it weren’t for this place and this martial art,” Walton said in a statement after his belt ceremony.

Now 32 years old, Walton has become an integral part of the academy’s coaching staff. If one walks into the Saratoga academy on any given night, Walton can be seen teaching striking and grappling classes to children, beginners and devoted martial artists alike. Walton also represents the gym as a professional MMA fighter (with a record of 1-0), a status he acquired earlier this year in February after his round two submission win over Jason LaPage in Barre, Vermont.

“I really enjoy being a professional fighter, even though it hasn’t quite sunk in yet,” Walton said. “There’s a lot more opportunity at the pro level when it comes to opponents, plus you can finally start earning money on your fights, which is always nice.”

Yet, Walton – a student turned teacher, turned professional – has bigger ambitions than just fighting for his own name. He is blending his love of fighting with his entrepreneurial spirit and starting his own fight promotion, based in his hometown – Saratoga Springs. “My goal is to help the level of our community’s martial arts and help give people avenues to be able to make it in this sport if they want to. I’m not doing this for me; I’m in this to help the community,” Walton told us.

Coming in the new year, Walton has teamed up with a local venue to host a night of amateur fighting. But it won’t just be a one-off event. Hopefully, for Walton it will be the first of many nights. Walton continued,“When I was looking into starting my own fight promotion, I reached out to good friends of mine in the fighting world, many of them are experts when it comes to the business side of things,” Walton said.

“All I know, really, is fighting, so I had to build a good team. The owner of DonnyBrooke Fight Promotions [a well known promotion for amateur and professional fighters in the Northeast, based out of Barre, Vermont, where Walton got his debut victory] suggested I work under his name. They have a database of fighters, people reaching out for bouts and a well-established name, so it was a no-brainer for me,” Walton said.

In essence, it’s a franchise deal. Walton will work under the DonnyBrooke name and become the face of the promotion in New York, working closely with fighters throughout the region. The first event is slated for March of 2024, with a venue already established – the Saratoga City Center. “We thought it was the perfect venue for what we are trying to do. The space, the price, all of it. Plus it’s right here in my hometown.”

The City Center has been receptive to MMA events before, having hosted Kaged Kombat roughly a decade ago, at a time where MMA wasn’t nearly as popular. “I looked into a lot of venues, places were either overcharging for very little to nothing, or they just couldn’t fit what I was looking for – in terms of the size of the cage, the seating for the crowd etc,” Walton continued, “the City Center checked all of our boxes for a venue and I really want to keep our relationship with them for the future.”

DonnyBrooke’s New York promotion will put on fights in a variety of disciplines, including mixed martial arts, muay thai, kickboxing and grappling. The fights will be at an amateur level to start, but Walton plans on eventually hosting professional bouts under his promotion.

“I’ve found out that a lot of our local fighters are used to fighting only under one or two promotions, because really, there aren’t a lot of promotions near us. My goal is to have local fighters, be able to compete with fighters from all over the country, creating a fresh pool of talent.” Undoubtedly, this will create a lot more opportunity for local fighters to be seen and work their way up the ranks from amateur to professional, just as Walton did. Plus, for local martial arts fans, it’s a great way to support the local scene while enjoying fight nights right in Downtown Saratoga.

When asked where he sees DonnyBrooke Fight Promotions in the future, Walton said, “I’m hoping, years from now, to have DonnyBrooke partnered for One Championship to be a feeder into a larger, international promotion.” One Championship is a world-renowned fight promotion that began in 2011. The Singapore-based promotion works with smaller promoters all over the world to add to their ever-growing pool of fighters. They even pull from a New York City-based promotion, Warrior’s Cup, which was established in 2006.

“Warrior’s Cup is an amazing promotion, but they had to start where we are now – at the beginning – and slowly build themselves, and that’s what I want to do now, to build this promotion large enough to partner with One Championship,” Walton said.

For more information about DonnyBrooke Fight Promotions, or to buy tickets for upcoming events, check them out on Facebook or visit DonnyBrookeFightPromotions.com

Harnessing Trends in Outsourcing for a Stronger Bottom Line in 2024

Written by Alan VanTassel on . Posted in Featured, GFT Business Report.

In the wake of recent global shifts, it’s evident that sales management has transformed, leaving leaders and their teams with a unique set of challenges and opportunities to shape the future of their sales organization in a positive direction.

The Evolving Landscape of Sales Leadership

To thrive in the rapidly changing sales landscape, managers need to understand emerging trends that could help them lead and grow more efficiently.

1. LISTEN BEFORE YOU ACT

While the customer has always been king, sales teams often prioritized taking action before listening to buyer feedback. Post-pandemic, it’s crucial to shift this approach. Start by actively listening to your customers’ wants and needs before crafting your sales strategy. Gather insights, conduct surveys, and truly understand your target audience to tailor your approach effectively.

2. FOSTER ENHANCED COLLABORATION

In addition to maintaining strong customer relationships, the future of sales management emphasizes the need for improved internal collaboration within your organization and throughout the supply chain. Encourage open communication, teamwork, and knowledge sharing among your teams to ensure a streamlined, customer-focused approach.

3. CULTIVATE FLEXIBILITY IN SALES LEADERSHIP

To stay at the forefront of evolving sales trends, sales leaders must constantly adapt. To implement this, focus on being a quick learner, embracing technological advancements, and leading your team with purpose. Being open to change and ready to pivot your strategies when needed is the hallmark of a good leader.

Outsourced Sales Management: A Strategic Asset

Amid the rapid shifts following the pandemic, outsourcing sales management has emerged as a valuable tool for businesses. It’s not just a trend; it’s a strategic choice that can significantly impact the future of sales management. Here’s how outsourcing can benefit your business and boost your bottom line:

1. STAY AHEAD OF THE CURVE

Outsourcing to experienced professionals ensures your company doesn’t lag behind in adopting new trends. Outsourced sales leaders stay up to date with customer sentiments, priorities, and sales trends, giving you a competitive edge. By tapping into their expertise, you can build a resilient sales model that better serves your customers and drives higher profits.

2. LEVERAGE SALES EXPERTISE

Seasoned sales experts provide invaluable insights, strategies, and a deep understanding of the sales landscape that can be out of reach for smaller companies. Outsourced sales professionals bring a wealth of experience and specialized knowledge to the table, enabling small businesses to access top- tier talent and industry insights they might not be able to afford full-time.

3. REDUCE OVERHEAD COSTS

Outsourcing can often be a cost-effective solution, especially for smaller businesses. You can scale your sales efforts up or down as needed, avoiding the burden of maintaining a full-time, in-house team during uncertain times.

The Bottom Line

Businesses can harness the power of outsourcing their sales function, a strategic move that can be especially beneficial when lacking the financial capacity for in-house leadership at the same level. By leveraging these experts, businesses can navigate complex sales challenges, stay competitive, and achieve revenue goals without the hefty costs of maintaining a full-time sales leadership team. As an experienced professional who understands the ever-changing sales trends, I can help your business stay ahead of the curve.

Don’t let the fast-paced sales world leave your business behind – contact me today and I will help you build a resilient sales model for tomorrow.