THE BUSINESS OF SMALL BUSINESS
Session 1: Business Development 101
Presenters: Larry Penn and Miguel Calderoni
Location: Palo Verde 3
First Group: Monday March 7, 2022 – 7:30am-8:50am
Second Group: Tuesday March 8, 2022 – 7:30am-8:50am
Total Time: 80 Minutes
Description:
Do you every say the words “We don’t see those types of cars and/or clients here”. Is your store the “expected” 12V retail store? Join Larry Penn, President of MSC and its Proof-of-Concept Specialty Retail facility, as he explains their path to success in creating demand for their offerings from the exotic sport and luxury automotive market segment. On top of client acquisition, Larry will discuss the aspects of their business that aids in the retention of these clients and how this differs from traditional marketing strategies.
Larry will be joined by Miguel Calderoni, Sales Manager for Grand Touring Calgary, exclusive representative for the Lamborghini, Rolls Royce, Bentley, Aston Martin, Lotus, Bugatti, Koenigsegg, Pininfarina, and Rimac brands. Miguel will discuss the important elements required in building a fruitful relationship within this sector of the automotive world.
If you are looking for that “Extra Degree” this is a course that will help you separate yourself and become the “UnExpected”.
Topics Covered:
• Business Development
• Effectively Managing Projects
• Pro Tips
Presenters: Larry Penn and Miguel Calderoni
Location: Palo Verde 3
First Group: Monday March 7, 2022 – 7:30am-8:50am
Second Group: Tuesday March 8, 2022 – 7:30am-8:50am
Total Time: 80 Minutes
Description:
Do you every say the words “We don’t see those types of cars and/or clients here”. Is your store the “expected” 12V retail store? Join Larry Penn, President of MSC and its Proof-of-Concept Specialty Retail facility, as he explains their path to success in creating demand for their offerings from the exotic sport and luxury automotive market segment. On top of client acquisition, Larry will discuss the aspects of their business that aids in the retention of these clients and how this differs from traditional marketing strategies.
Larry will be joined by Miguel Calderoni, Sales Manager for Grand Touring Calgary, exclusive representative for the Lamborghini, Rolls Royce, Bentley, Aston Martin, Lotus, Bugatti, Koenigsegg, Pininfarina, and Rimac brands. Miguel will discuss the important elements required in building a fruitful relationship within this sector of the automotive world.
If you are looking for that “Extra Degree” this is a course that will help you separate yourself and become the “UnExpected”.
Topics Covered:
• Business Development
• Effectively Managing Projects
• Pro Tips
Session 2: Building a Memorable Brand
Presenters: Zach Luke
Location: Palo Verde 3
First Group: Monday March 7, 2022 – 9:10am-10:40am
Second Group: Tuesday March 8, 2022 – 9:10am-10:40am
Total Time: 80 Minutes
Description:
What does your brand say about you? What are customers saying when you’re not in the room? This course is designed to stimulate the discovery of the often overlooked “Art” of curating culture, community and identity.
Understanding the power behind branding allows you to strategically story board how your message is perceived. In this session, we will framework the initial steps of developing a brand identity. We will also share proven techniques on how to simplify your brand and how to effectively message websites, collateral and social media. Optimizing your branding strategy allows you to transform the way to talk about who you are, what you do and the value you bring.
Topics Covered:
• Authenticity, is it real?
• Effectively communicate your identity (no noise)
• Culture, do you have a community
• Engage and influence
• The Brand, what do they say when you’re not in the room
Presenters: Zach Luke
Location: Palo Verde 3
First Group: Monday March 7, 2022 – 9:10am-10:40am
Second Group: Tuesday March 8, 2022 – 9:10am-10:40am
Total Time: 80 Minutes
Description:
What does your brand say about you? What are customers saying when you’re not in the room? This course is designed to stimulate the discovery of the often overlooked “Art” of curating culture, community and identity.
Understanding the power behind branding allows you to strategically story board how your message is perceived. In this session, we will framework the initial steps of developing a brand identity. We will also share proven techniques on how to simplify your brand and how to effectively message websites, collateral and social media. Optimizing your branding strategy allows you to transform the way to talk about who you are, what you do and the value you bring.
Topics Covered:
• Authenticity, is it real?
• Effectively communicate your identity (no noise)
• Culture, do you have a community
• Engage and influence
• The Brand, what do they say when you’re not in the room
Session 3: Creating a First-Class Operation
Presenters: John Schwartz
Location: Palo Verde 3
First Group: Monday March 7, 2022 – 11:00am-12:20pm
Second Group: Tuesday March 8, 2022 – 11:00am-12:20pm
Total Time: 80 Minutes
Description:
Creating and nurturing a productive culture within an automotive-centric company organization is critical to the business’ success. Just because it’s your passion doesn’t mean treating it like a hobby. Communication, establishing quality-of-work standards for installation, refining a consistency of sales and client service processes and taking advantage of technology allowing the business to scale are all part of developing a blueprint of success. Company culture is key to executing that blueprint. There is also a need to understand the accounting and money-management side; balance sheet, P&L, purchasing, managing receivables and payables, tracking your progress, etc.
In this session, attendees learn real-world examples of culture-enhancing implementations in every aspect of the automotive-centric business, whether sales, technical (doing the ‘work’), attracting new employees or motivating and rewarding existing successful staff members. After the other business courses in this track cover the proof-of-concept, marketing, framing your business value proposition and customer acquisition, think of this session as the ongoing methodology to ensure long-term, measured success. The management of finances ensures you maintain that success trajectory. Keep clients coming back, effectively manage your finances and keep employees guided, productive and unlikely to leave you!
Topics Covered:
• Leadership by example
• Creating a culture within your organization
• Attracting great employees to your business
• Internal communication – Keys to working smarter
• Effective sales and production meetings
• Scheduling and quoting installation and/or custom labor
• Balance sheet, P&L overview and more
• Pro Tips
LUNCH and Exhibit Floor follows Session 3 – Main Hall
Presenters: John Schwartz
Location: Palo Verde 3
First Group: Monday March 7, 2022 – 11:00am-12:20pm
Second Group: Tuesday March 8, 2022 – 11:00am-12:20pm
Total Time: 80 Minutes
Description:
Creating and nurturing a productive culture within an automotive-centric company organization is critical to the business’ success. Just because it’s your passion doesn’t mean treating it like a hobby. Communication, establishing quality-of-work standards for installation, refining a consistency of sales and client service processes and taking advantage of technology allowing the business to scale are all part of developing a blueprint of success. Company culture is key to executing that blueprint. There is also a need to understand the accounting and money-management side; balance sheet, P&L, purchasing, managing receivables and payables, tracking your progress, etc.
In this session, attendees learn real-world examples of culture-enhancing implementations in every aspect of the automotive-centric business, whether sales, technical (doing the ‘work’), attracting new employees or motivating and rewarding existing successful staff members. After the other business courses in this track cover the proof-of-concept, marketing, framing your business value proposition and customer acquisition, think of this session as the ongoing methodology to ensure long-term, measured success. The management of finances ensures you maintain that success trajectory. Keep clients coming back, effectively manage your finances and keep employees guided, productive and unlikely to leave you!
Topics Covered:
• Leadership by example
• Creating a culture within your organization
• Attracting great employees to your business
• Internal communication – Keys to working smarter
• Effective sales and production meetings
• Scheduling and quoting installation and/or custom labor
• Balance sheet, P&L overview and more
• Pro Tips
LUNCH and Exhibit Floor follows Session 3 – Main Hall
Session 4: Legal Aspects of Small Business
Presenters: Jim Kuzmich, Esq.
Location: Palo Verde 3
First Group: Monday March 7, 2022 – 4:30pm-6:00pm
Second Group: Wednesday March 9, 2022 – 8:30am-9:50am (next morning)
Total Time: 90 Minutes
Description:
This session provides an excellent overview of the legal matters a business owner should consider when starting, operating or transitioning out of a small business. For many in the aftermarket automotive business space, their passion grew into a business and sometimes the structure, tax-advantaged decisions and legal-related details get put on the back burner. This session includes discussion on business entity formation, employment considerations, brand protection, commercial leases, insurance needs, general tax considerations and other general legal matters that a business owner may encounter throughout the life of the business.
Topics Covered:
• Forming the right entity (sole-proprietor, LLC, S-Corp, etc.)
• Employee or contract worker? What’s the difference?
• You’ve built a brand; how to protect it
• Intellectual property – what you need to know
• Negotiating commercial leases for property and equipment
• Tax considerations for the business and the owner(s)
• Helpful Tips
Presenters: Jim Kuzmich, Esq.
Location: Palo Verde 3
First Group: Monday March 7, 2022 – 4:30pm-6:00pm
Second Group: Wednesday March 9, 2022 – 8:30am-9:50am (next morning)
Total Time: 90 Minutes
Description:
This session provides an excellent overview of the legal matters a business owner should consider when starting, operating or transitioning out of a small business. For many in the aftermarket automotive business space, their passion grew into a business and sometimes the structure, tax-advantaged decisions and legal-related details get put on the back burner. This session includes discussion on business entity formation, employment considerations, brand protection, commercial leases, insurance needs, general tax considerations and other general legal matters that a business owner may encounter throughout the life of the business.
Topics Covered:
• Forming the right entity (sole-proprietor, LLC, S-Corp, etc.)
• Employee or contract worker? What’s the difference?
• You’ve built a brand; how to protect it
• Intellectual property – what you need to know
• Negotiating commercial leases for property and equipment
• Tax considerations for the business and the owner(s)
• Helpful Tips
