February 10, 2005


Business building

ABA launches ‘Six Degrees of Connection’

By Kymberli W. Brady
Staff Writer

Taking a cue from the popular phenomenon “Six Degrees of Separation,” where everyone on earth is separated from another by no more than six degrees, the Almaden Business Association [ABA] launched its new business-building program Feb. 3 in an effort to create joint ventures, alliances, and partnerships within the business community.

Facilitated by Ravina Marketing President Doug Keller, attendees at the brainstorming session examined methodologies his firm uses to help clients strengthen their business presence by providing joint partnerships and alliances with other members.

“This whole year is about business building—internally and externally,” explained ABA president Cathy Spielberger Cassetta. “This program will enable everyone to take something home with them that they can use.”

Facilitated by Ravina Marketing President Doug Keller, attendees at the brainstorming session examined some of the methodologies that his firm uses to help clients strengthen their business presence, including the potential for two companies to exchange existing customer databases or provide accessibility to additional services for clients, while sharing in a percentage of the resulting business. Another included consignment opportunities such as using a certificate for one company’s product or service as a free incentive to sweeten the deal, and then paying a reduced rate once the certificate is redeemed.

Keller added that endorsements further the potential for successful alliances. By proactively recommending a partner company to customers through mail mergers, flyers, and letters, both share in increased visibility, as well as a percentage of the resulting business.

“Endorsements are also a powerful way to gain access to a huge asset,” explained Keller.

“It’s been a win-win for both of us,” explained Dave Roche, real estate and mortgage consultant, whose alliance with Carol Edman, a human resources manager has enabled them both to expand their clientele. “Definitely look around the room and the people in your community who provide these kinds of services. Often that’s the best way to get started.”

In an effort to further the movement, newly elected District 10 Representative Nancy Pyle noted that the District 10 Web site will soon list the names of all businesses in the district.

“There are opportunities out there that I’m just now beginning to hear about,” she said. “Please let us know what we can do. We really want to help you in any possible way to get your business up and running or expanding or doing better than it is. We’re on your side and here to help.”

Formed as a subcommittee of the San Jose Silicon Valley Chamber of Commerce, the ABA remains focused on joining Almaden Valley and Blossom Hill businesses together in an effort to help each other grow and support the community. By creating alliances and partnerships, members have successfully leveraged their business marketing efforts through joint ventures with others.

“Fundamentally, we are looking at identifying other companies, other businesses with customers who buy what you sell,” said Keller. “End of story.”

ABA members broke into groups and used brainstorming exercises to explore creative ways of connecting their businesses. Shown clockwise from bottom left are Karla Rosen of Touch of Distinction Jewelry, Carol Kelley of Alain Pinel Realtors, Joe Flynn of Audit Solutions, Dennis Kelley of Alain Pinel Realtors and John Dunning of PowerFlare Distribution Center.

A perfect example appeared in the form of the “Charlie and Cathy” show.

“We supply all the cheesecakes to all their opening-night events—it’s Charlie’s contribution to the theater,” explained Charlie Major, owner of Charlie’s Cheesecakes. “In exchange, during the normal performances, Cathy’s organization sells our cheesecakes and we split the profit at the end.”

“And we donate a portion of our concession proceeds to a nonprofit in the arts,” added Cassetta. “Through that alliance also, Charlie receives the benefit of that promotion.”

According to Almaden Imports and Domestic auto repair shop owner Harlee Carter, forming an alliance with a neighboring tire shop has allowed them to recommend each other to their clients for work beyond the scope of what they offer.

“There’s always somebody who does something better than you,” Carter said. “It’s better to rely on their services so you can focus on what you do best.”

“Use me, use me,” added Cassetta. “That’s what I say to other businesses.”

The ABA meets on the first Thursday of each month for alternating morning meetings and evening mixers. For membership opportunities, along with ongoing 2005 plans and activities geared toward marketing and joint advertising opportunities, visit www.almadenbizassn.org.