May 12, 2005

Business friendly

ABA member finds more than ‘Six Degrees of Connection’

By Kymberli W. Brady
Staff Writer

Although symbolic Cinco de Mayo sombreros and brightly colored wraps came out to commemorate victory in Mexico, Almaden Business Association members celebrated a victory of their own.

In addition to celebrating Cinco de Mayo during their bi-monthly mixer on May 5, members of the Almaden Business Association celebrated another victory as Jim Kabel, owner and general manager of Case Handyman became the first to connect with six other ABA businesses and reach the organization’s 2005 quest for “Six Degrees of Connection.” From left, Rich De La Rosa, prospective member Yoon Hang (John) Kim, M.D., MPH, ABA President Cathy Spielberger Casetta, Jim Kabel, and club Vice-President Dave Roche.

While the theme, “Six degrees of Connection” sounds at first like a popular cliché, Jim Kabel of Almaden’s Case Handyman Services says it’s more like a powerful business model that encourages ABA members to establish working relationships with at least six other member businesses by the end of the year.

For someone who left a lengthy Hewlett Packard career in sales, marketing, and operations management to buy into a franchise and open a small business in a tough economy, Kabel has accomplished in three months what ABA board members expected would take a year or more.

Case Handyman Services opened earlier this year and already Kabel has formed alliances with eight ABA businesses, including the Tabard Theater, Charlie’s Cheesecakes, the Home Service Team [Doug Keller, Ravina Marketing and Dave Roche, Boulevard Financial Group], human resource consultant Carole Edman and HR Manager To Go, Signs By Tomorrow, Money Mailer Advertising, Carol and Dennis Kelly-Alain Pinel Realtors, and Pete Bucter with Time+Plus Payroll Services.

“So many of us can relate to the need for someone who is reliable and known to us in Jim Kabel’s field,” says ABA Membership Chair Carole Edman. “It is understandable how Jim’s business has had the most tangible results from our ABA marketing and referral efforts to date.”

On Feb. 6, ABA president and Tabard Theater Managing Director Cathy Spielberger Casetta found herself shorthanded on the only day available to move the set and lighting to their new downtown venue, the Bella Mia Restaurant. It was also Super Bowl Sunday.

“Jim and his Case Handymen came to Tabard’s rescue on Super Bowl Sunday,” she explains. “It was our only chance to move in and rehearse and he donated two men who, for six hours, provided expert and skilled assistance in trouble-shooting and problem solving issues we unexpectedly ran into. They easily became part of the Tabard Theatre family that morning.”

Sporting a beard and a blazer in true mariachi form, Rich De La Rosa drew business cards from Dave Roche’s sombrero and announced the winners of several prizes donated by club members.

In exchange, Casetta highlighted Case Handyman during her curtain speech and added inserts to theater programs for three weeks—a trade off of muscle and promotional endorsements both consider a win-win partnership.

By developing a plan that increases the response rate of his customer surveys, Kabel teamed up with Charlie’s Cheesecakes by holding monthly drawings for free cheesecake certificates—open only to clients who returned their satisfaction surveys. Kabel’s brochures have also found a prominent place in Charlie’s bakery.

The partnerships spread naturally into the real estate market, where Alain Pinel realtors Carol and Dennis Kelly actively refer businesses to Case Handyman Services, including over 1,500 agents in the Silicon Valley. For each referral, they will feature a special exclusive discount offer in their next newsletter. Kabel provides the insert cards for use in the publication and for the Kelly’s new or potential clients at “open house” events and other functions. He also provides a link to their home page in his Web site.

“My business, like Jim’s, is based strictly on referrals so I know he appreciates it,” says Carol Kelly. “Since Jim has been in business only a few months, I know my referrals have helped him and I am hoping that we can have a symbiotic relationship, as well as an ongoing friendship. Since Jim and I are both from the high-tech industry and the same company—Hewlett-Packard—we already seem to have made that business as well as personal connection.”

He’s not done yet. Kabel is currently brainstorming ways to advertise in the Money Mailer direct-mail program, while owners Maneesh Reddy and Jim and Maneesh continue to examine ways that would allow Case to promote jointly with other Money Mailer advertisers.

He is also using Jim Young’s Signs By Tomorrow for his vehicle signage.

And although his business is still too small to require a full-time human resources department, he has enlisted the expertise of HR Manager To Go owner Carole Edman, who is currently updating his employment documents to meet California standards.

Councilmember and mayoral candidate Chuck Reed attended the Cinco de Mayo mixer, shown in the food line with Almaden Times publisher Bill Bellou, left, and Jim Young with Signs by Tomorrow.

“We have had a great start to a working relationship,” Edman says. “Jim’s business (like many of my clients) is too small to require a full-time human resources department, although, with his management experience at HP, he had already implemented far more than most small business owners have, at this early stage.”

Her recommendations included revising his employee handbook to be more compliant in California, while offering to serve as a sounding board to evaluate the best course of action when unexpected employee events arise. She remains confident that Case Handyman is well on the road to success and growth in the years to come.

“The hope and expectation is that I will be his ‘on-call’ HR Manager, when issues or other HR projects arise in the future,” she admits. “I enjoy staying involved with clients on a longer-term basis, where we can work together to meet their long-term business objectives.”

Through joint referral and marketing efforts, surveys with monthly drawings, and links combined with special offers that drive customers to each other’s Web sites, the new partnerships serve as a testament to the ABA’s theme, “Six Degrees of Connection,” developed by the 2005 leadership team to strengthen the connection between ABA member businesses and the Almaden community at large, including service organizations, other ABA businesses, the San Jose Silicon Valley Chamber of Commerce, and Almaden businesses not familiar with the organization.
“ABA has become a great team,” adds Edman. “And we truly enjoy celebrating our joint successes!”

For more information on the Almaden Business Association, call (408) 979-0231 or visit www.almadenbizassn.org.