Thursday, May 31, 2012

In San Francisco, a Food Coworking Space Aims to Back Entrepreneurs

In San Francisco, a Food Coworking Space Aims to Back Entrepreneurs:

When Iso Rabins founded San Francisco’s Underground Market in 2009, he wanted to help informal food entrepreneurs—whether web designers or grandmothers, students or lawyers—share artisanal products with an audience beyond their friends and family.
The Underground Market was successful, drawing hundreds of vendors and tens of thousands of attendees and inspiring similar markets in cities across the U.S. But after just a few sessions, the market was shut down by the San Francisco Department of Public Health because most of the food was not produced in certified commercial kitchens, as city and state laws currently require.
With the market on permanent hiatus, Iso became even more determined to find a solution for entrepreneurs to make the transition from home cook to professional chef and business owner without the prohibitive costs and risks. In 2011, he started making plans to open the Forage Kitchen, an all-in-one space for food entrepreneurs—in effect, the first coworking space for food.
Like the Underground Market, the Forage Kitchen will be an incubator for small businesses—a place where entrepreneurs can produce their products legally and affordably, get advice and support from other business owners, and find new markets for their goods. Iso has turned to Kickstarter to secure additional funding for the space, raising one-fifth of his $150,000 goal since the campaign opened on May 15.
The widespread interest in the Kickstarter campaign and the Underground Market that preceded it point to a clear need for additional affordable commercial kitchen space in the Bay Area. Valerie Luu of Rice Paper Scissors, a Vietnamese street food popup and Underground Market veteran, says it would fill a necessary void. “The Forage Kitchen would provide a rare thing in this town where commissary kitchens are extremely scarce and over-booked, while the number of aspiring food entrepreneurs is growing,” she says.
Arguably even more important than kitchen space for young businesses is the community that will surround the Forage Kitchen. “The power of bringing people together for the sake of innovation, collaboration and learning is a clear benefit to aspiring business owners,” says Caleb Zigas, executive director of La Cocina, a San Francisco nonprofit business incubator that focuses on assisting low-income immigrant women formalize their food businesses.
Not only will business owners be able to exchange ideas, improve their products and gain access to new markets, they’ll have “an intentional community of food creatives who want to see each other do well,” Luu says. A community that wants to help your business grow and succeed isn't a part of most commercial kitchen spaces.
And the Forage Kitchen won’t be exclusively for food professionals. “It will be a space for all people who love food,” Iso says, offering workshops on everything from butchery to jam-making and hosting potlucks and events. It will have a café, a meat curing room, a beer brewing room, a rooftop garden, and hourly rentals of kitchen space and equipment—all available to the general public.
The decision to open the space to the public is part of what makes the Forage Kitchen’s approach unique. Not only will this help strengthen the community around the 10 to 30 businesses that will call the Forage Kitchen home, it will provide additional revenue streams beyond commercial kitchen space rentals. This flexible and community-minded approach supports Iso’s goal of “creating a space that will be a vibrant part of the city’s landscape and support people trying to live their dreams.”
Though the scope of its services is unique, Forage Kitchen is part of a larger network of kitchens all across the US that are dedicated to supporting small food businesses. “There are now over 225 kitchens in the U.S. that offer short-term rentals and many are true incubators for start-ups with mentoring programs and classes just like La Cocina and the Forage Kitchen here in SF,” says Dave Stockdale, executive director of the Center for Urban Education about Sustainable Agriculture.
As part of the growing local food movement, these incubator kitchens are crucial to strengthening local economies. “The rise of the small-scale food entrepreneur has provided powerful indicators of a demand not only to share the food that people make but also to create new ways of making a living selling that food,” Zigas says.
Photo courtesy of Underground Market


10 Little Known Facts New Business Owners Should Know

10 Little Known Facts New Business Owners Should Know:
Here’s a little secret when it comes to starting a business: starting a business hurts, and not in a good way. Great business ideas are nagging pains that will keep you up at night. The pain only begins to lessen when the idea comes to light. But the obsession, sweat and tears don’t stop there. During that painful startup process here are some things entrepreneurs should know to make their transition into entrepreneurship easier:

“Good artists borrow ideas, great artists steal them.”

Hear me out when I say this, but no great idea is ever really that original. Twitter is a form of “micro-blogging,” something users were doing on Facebook for years before Twitter existed. And before that people were putting captions on to photos that could have been considered tweets. Quora is a new form of forums. Pepsi is a new Coke. Wendy’s is a new McDonald’s. iPods are the new mp3 players. Get the point? It’s okay if your idea, service or product isn’t all that innovative. Your approach is what matters.

“Keep it simple.”

Many young entrepreneurs have 10 good ideas. Instead of 10 good ideas, focus on 1 great idea. Don’t be like Jack Kerouac and jump from one shooting star to the next until you fall.

“Location. Location. Location.”

Location is not only important for real estate. If you want your business to be seen then make it be located in an area that is relevant to your customer base. If you are an outdoors company, is there really any reason why you should be located in Texas? If you want to go up against the big hitters in your industry don’t be based out of some small town.

“Numbers are more important than words”

If you’re about to spend weeks on writing a business plan, don’t. Your business plan should be a spreadsheet rather than a word document. Figuring out metrics are way more important than writing down how you’ll use social media. All that stuff will change over time. For now focus on the numbers.

“Do it right the first time”

Don’t cut corners. For example, don’t hire an inexperienced graphic designer because they are cheaper. When they come up with a crap graphic design and you have to re-do the whole thing you’ll wind up paying double. Not to mention the time you’ve wasted.

“Sales are Secondary”

Sales do not equal cash flow. When you have a limited amount of capital, cash flow is what you need to survive.

“Find workers who can not only read the book but can write it, too.”

Hire people who won’t just do work but instead will add value to your company. Able bodies won’t cut it in those very vital first years.

“Your most unhappy customers are your greatest source of learning.”

You can learn a lot more from people’s complaints rather than people’s praises. Because you are a start-up many friends, family members and associates might not be capable of giving you the cold hard truth. Your customers will.

“Life Plan before Business Plan”

Manage your personal finances and your business finances separately. Make sure you consolidate your personal department before moving forward with your grand idea or else you’ll never get ahead and get the loans you need to make your company successful. Your business is a way to make your life better but your life is not a way to make your business better.

“Showing up fashionably late is fine, but existing doesn’t work the same.”

Lastly have a serious exit strategy to make your company transferable, sellable or self-sustaining. Know when to hold them and know when to fold them.
Money doesn’t make you happy in life, but for some reason everyone wants to learn this the hard way. Doing something you lose sleep over might cause you temporary pain but once you get the ball rolling you’ll live a much happier and more successful life.
Teresa Dahl is an established freelance writer in many areas. Included in her experience is writing for Consolidated Credit – a leading credit counseling agency located in Fort Lauderdale, Florida.

10 Little Known Facts New Business Owners Should Know

10 Little Known Facts New Business Owners Should Know:
Here’s a little secret when it comes to starting a business: starting a business hurts, and not in a good way. Great business ideas are nagging pains that will keep you up at night. The pain only begins to lessen when the idea comes to light. But the obsession, sweat and tears don’t stop there. During that painful startup process here are some things entrepreneurs should know to make their transition into entrepreneurship easier:

“Good artists borrow ideas, great artists steal them.”

Hear me out when I say this, but no great idea is ever really that original. Twitter is a form of “micro-blogging,” something users were doing on Facebook for years before Twitter existed. And before that people were putting captions on to photos that could have been considered tweets. Quora is a new form of forums. Pepsi is a new Coke. Wendy’s is a new McDonald’s. iPods are the new mp3 players. Get the point? It’s okay if your idea, service or product isn’t all that innovative. Your approach is what matters.

“Keep it simple.”

Many young entrepreneurs have 10 good ideas. Instead of 10 good ideas, focus on 1 great idea. Don’t be like Jack Kerouac and jump from one shooting star to the next until you fall.

“Location. Location. Location.”

Location is not only important for real estate. If you want your business to be seen then make it be located in an area that is relevant to your customer base. If you are an outdoors company, is there really any reason why you should be located in Texas? If you want to go up against the big hitters in your industry don’t be based out of some small town.

“Numbers are more important than words”

If you’re about to spend weeks on writing a business plan, don’t. Your business plan should be a spreadsheet rather than a word document. Figuring out metrics are way more important than writing down how you’ll use social media. All that stuff will change over time. For now focus on the numbers.

“Do it right the first time”

Don’t cut corners. For example, don’t hire an inexperienced graphic designer because they are cheaper. When they come up with a crap graphic design and you have to re-do the whole thing you’ll wind up paying double. Not to mention the time you’ve wasted.

“Sales are Secondary”

Sales do not equal cash flow. When you have a limited amount of capital, cash flow is what you need to survive.

“Find workers who can not only read the book but can write it, too.”

Hire people who won’t just do work but instead will add value to your company. Able bodies won’t cut it in those very vital first years.

“Your most unhappy customers are your greatest source of learning.”

You can learn a lot more from people’s complaints rather than people’s praises. Because you are a start-up many friends, family members and associates might not be capable of giving you the cold hard truth. Your customers will.

“Life Plan before Business Plan”

Manage your personal finances and your business finances separately. Make sure you consolidate your personal department before moving forward with your grand idea or else you’ll never get ahead and get the loans you need to make your company successful. Your business is a way to make your life better but your life is not a way to make your business better.

“Showing up fashionably late is fine, but existing doesn’t work the same.”

Lastly have a serious exit strategy to make your company transferable, sellable or self-sustaining. Know when to hold them and know when to fold them.
Money doesn’t make you happy in life, but for some reason everyone wants to learn this the hard way. Doing something you lose sleep over might cause you temporary pain but once you get the ball rolling you’ll live a much happier and more successful life.
Teresa Dahl is an established freelance writer in many areas. Included in her experience is writing for Consolidated Credit – a leading credit counseling agency located in Fort Lauderdale, Florida.

Workin’ on the Business Plan

Workin’ on the Business Plan:
I’m going to try to enroll our business, The Copyeditor’s Desk, in a really interesting-sounding program that comes out of a partnership between the Small Business Administration and Arizona Public Service, a large utility. Called AAME, it’s a two-year program of workshops, training, and mentoring designed for small minority- and women-owned businesses.
Yeah, I know: it’s a 90-degree turn from the real estate scheme. However, there’s some reason to think building the editorial business, which is something I know well and in which I have a talented business partner, might be smarter than leaping into an entirely new enterprise in which I have no experience and for which I have no idea whether I have any aptitude.
The main reason is that we’ve started getting work from people who don’t blanch at our hourly rate.
The community college district hired our company to help compile what amounted to a very large application. Pay was good and there was no caviling about it.
A scholar in Tucson wants us to help edit her latest book; an arcane study of Japanese sociolinguistics.
A large nonprofit asked if we would edit an employee manual.
And an old client reappeared at the door with a new book in hand—and news that the work we helped her with has found an excellent publisher.
 And IMHO the other reason is that we’re not getting the kind of work we want for the kind of pay we expect is because we’re not working hard enough at it. And for that the main reason is that Tina and I are each trying to do too many things at once. Her life is as gestalt as mine, maybe more so: in addition to working three jobs, she’s also trying to bring up a little girl, cope with a crazy ex-, and build a life with her fiancé. Because we’re both trying to do too much, neither of us is fully focused on any one of our several endeavors. The result is…we’re not giving our all to any of these enterprises.
What if instead of running off after some new money-making scheme, I worked a little harder at getting the one we have to fly? We need to focus more on one thing and less on three or four things.
This AAAME program looks like just the thing to jump-start that:
Mentoring

Workshops

Training in business management and marketing

And opportunities to network with just the kind of business owners who can use our services!
To say nothing of schmoozing with some of the biggest movers & shakers in the state…
Part of the application process entails writing a business plan. Naturally, we have a business plan, of sorts. But it’s vague.
That right there may be part of our problem! ;-)
To create the plan for the AAAME application, I’m following the SBA’s business plan template. It’s pretty simple to do, and very clear. Rather than fill it in online, I simply hit “continue” all the way through, copying the instructions into a Word file. Now I’m following the SBA’s steps to create a business plan tailored for the AAAME application’s needs. I’m about half-way through it.
It’s pretty useful because it forces you to re-articulate your ideas in terms of a specific structure and asks you to identify exactly who you think is going to buy your services and why on earth they would want to. It also asks you not only to describe what you think you want to sell, but more to the point, why your product or service is competitive.
These are things that we just sort of know, but that we’ve never really put into words. And they should be put into words, outlined in very specific detail. No question: this is the platform for a new business’s marketing plan.
Marketing is our weakest point. But just putting the requested business plan together is spurring some ideas that should make a difference. I’ve started to build a database of past and present clients and intend to emit a quarterly newsletter. The first one will talk about our effort to reposition ourselves toward businesses and professional practices, and that will give us a nice opportunity to articulate some of these very topics to our customer base: what can we do for you and why?
The business plan is a valuable exercise as well as a potential tool if you need to apply for grants or loans. It’s something you can apply to just about any enterprise you want to pursue, including blogging.
If you’re thinking of monetizing your blog, or if you’ve already monetized it but are more or less flying by the seat of your pants, you might want to consider writing out a business plan. If you don’t want to follow the SBA template, there are several others on the Web, or some versions of Word have a template. It really clarifies your ideas… Try it. You’ll like it.
Related posts:

Industry Jargon Doesn’t Sell

Industry Jargon Doesn’t Sell:
The hardest thing in copywriting for websites and marketing material is eliminating the jargon and phrasing things in a way that has meaning and impact on prospects.

I say it’s hard because if you’re doing the writing yourself and are proficient in your industry, then chances are your choice of words has been forever altered.

I always find it kind of funny when I meet someone at a networking event or some business event and they tell me what they do. If I’m in the mood for a little bit of fun I might ask, “Oh, so what does that mean?” Invariably, they are stumped. My favorite response is when they start off with, “You know…” and then repeat what they just said—but speak louder or slower as if I can’t hear or don’t understand English.

As we grow more comfortable or proficient within our industry and spend most of our time with people from our industry, we get language lazy. We speak in a code of acronyms, lingo, and abbreviations. However, when we chat or speak with an audience not in our industry, it is a bad idea to assume that they understand even our most popular terms. In fact, it can be considered rude because you inadvertently are making them feel stupid or ill informed.


©iStockphoto.com/mrPliskin

What can you do to change this?
I usually work with my clients by creating a three-column spreadsheet. In the far left column is what they call things. In the middle column, we write what it is or what it does. In the far right column, we list the results clients can expect. That far right column is where the rich language lives. Those terms and expressions are what clients and prospects can relate to.

Another option, especially in an industry that is technical or complex, is the creation of a glossary. Those glossaries do a lot for marketing and sales efforts, not to mention offering some nice link bait. Glossaries help newbies to an industry get familiar with it. They also help the non-technical buyers get comfortable, and speak volumes about your customer care and service. (Ever wish that lawyers would do that?)

I’ve even gone so far as to encourage clients to include a small glossary at the end of their proposals, just to be certain that clients understand what they are purchasing. It is a nice touch and I have gotten great feedback when implementing this section.

So the next time we meet at an event, be prepared to explain what it is you do in a way that I might actually understand it, and be able to relate it to how it might serve me. And keep it jargon-free.

Don’t Sell Crap Just Because You Can

Don’t Sell Crap Just Because You Can:
Great business owners know a lot about their respective industries. However, great business owners also understand that relationships are the key to success. This isn’t a profound concept; it’s just the basics behind running a successful business.
Selling crap makes you a quick buck. But remember, when doing so, you have to keep rebuilding the most expensive part of your business: the relationships. Customer relationships keep a business cash flow-positive. Long-term strategic businesses understand the value behind relationships, but obviously the get-rich-quick, or “Magic Money Button,” aspects of the internet marketing industry have overridden this fundamental rule to running a successful business. Positive relationships are the result of good business practices and are the cornerstone behind a sustainable business. If you simply get a client’s money and do nothing to keep the relationship working, you’ll not only lose his business, but you’ll also gain a critic. And what do critics do? They talk. Bad word of mouth will spread like wildfire, and soon, you’ll find that nobody wants to risk going into business with your brand.

The “Secret” to Success

Everyone wants a guaranteed formula to be a millionaire. The only one I’ve ever seen to be 100% true: you have to gain more clients than you lose! Shocker, I know. These get-rich-quick companies simply do not understand this concept, or choose to ignore it. They think profit from new clients will counter the loss from their fleeting clients. This only works in the short term.
When marketing your product, the question that should always be addressed is, “What’s in it for the client?” Instead of thinking solely about personal revenues, consider what the customer can receive from your products or services. I made the mistake of undervaluing my services when I started my company, and it prevented me from growing as fast as I had hoped. I did not add in enough margins for my staff to properly service what the clients really needed. In my specific case, they were looking for a partner relationship, rather than a vendor relationship. Sure, I had what they needed, but they didn’t want to simply do business and call it a day. My potential clients wanted to feel a connection and understand the mutual benefits of our relationship. As soon as I figured this out, I added project managers, quality control measures, senior strategists, and more personal touches with the client. Clients were begging for weekly meetings, strategic planning, reports, charts, and other basic things that could help them keep tabs on our progress. By adding all of these personal touches for the clients, I was able to literally double my pricing, and my clients were so much happier with the results.

Spoil Your Clients, and Charge For It

Business 101: No one ever leads an industry with the cheapest price point. Any Average Joe knows what a client needs and can provide it. However, successful long-term companies find out what clients really want and how they want to be treated. Only after doing this can you become the Ferrari of your industry and watch the profits accelerate at an amazing rate.
Marketing crappy products at a cheap rate is a great way to ruin your business, and even the industry. For example, internet marketing gurus are dangerously close to becoming the next “used car salesmen.” What we do is very hard and takes time to properly deliver ethical marketing solutions. So when other internet marketing providers tell business owners, “This stuff is easy and guaranteed; just click this link,” it hurts everyone. It sets wrong expectation levels and takes hard-earned money out of good people’s pockets. This trend must be stopped immediately, or the industry is at risk of becoming a less-than-reputable place to work. That means a lower quality of employee, and a lower quality of business owner. Most importantly, it lowers the value of what we do for our legitimate clients. Provide awesome work to each and every client in order to achieve financial and industry success.
Like I said earlier, relationships are the foundation for a lucrative business. Implement good business practices and eliminate any “Magic Money Button” marketing schemes that may exist within your company. Make your clients happy and, once they are, never stop flattering them by providing quality services and products they request or need. Create meaningful relationships that show real value and partnership with those you work with. Once you’re on that level, profits go up, your stress goes down, and clients are happier than they’ve ever been. It is truly a glorious place to be, and you’ll quickly see the rewards.
Lee Goff is the CEO of GetUWired.us, a web marketing, conversion, and automation specialist company. Lee’s extensive knowledge on SEO, web marketing strategy, testing, conversion, and the use of the internet as a tool for business in every facet is unsurpassed in the industry. Utilizing strategic partnerships with some of the world’s best marketing and software firms, including Guerilla Marketing, InfusionSoft, Stompernet and Avectra, Lee has been accurately positioned as a leader in the web world. In addition, he wrote the internet marketing strategy for the country of FIJI.

Undefeated + Converse Jack Purcell

Undefeated + Converse Jack Purcell:
Converse and UNDEFEATED teamed up again for a collab focused on the classic Jack Purcell. What’s the new hotness have over the pair probably already sitting in your closet? Black, red and white colorways. Matching [...]

Visit Cool Material for the full post.

Wednesday, May 30, 2012

A Man’s Guide to Wearing Shorts

A Man’s Guide to Wearing Shorts:

Few items in a man’s wardrobe seem to elicit as much debate as shorts do. Today we’ll uncover just why that is, and then offer some guidelines on the how, what, where, and why of wearing them. Guidelines I’m sure will be much debated! Let’s get right to it.

Why are some men reluctant to wear shorts?

Why is there so much confusion about such a simple garment?
In the late 19th and early 20th centuries there were a number of English words for shortened men’s pants. “Knickerbockers” were baggy pants that gathered below the knee, covering it. Shorter, tighter-fitting trousers that ended at the knee were “knee pants.” “Short pants” sometimes meant knee-pants and sometimes meant shorter garments still.
All of these varieties were clothing for boys, both unofficially and as part of many school uniforms.
Grown men didn’t start wearing shorts outside of extremely hot climates until after World War II, during which soldiers stationed in the tropics had been issued short trousers both for comfort and to ration cloth.

In the post-war years, shorts caught on as a specific uniform for some kinds of sports and recreation. They weren’t fashion items or clothing that could be worn outside of a specific athletic activity — much the same way that a biker’s spandex shorts and jersey wouldn’t be worn off the bike path today. Tennis players might wear shorts on the court, but would clean up and change into trousers before socializing afterward.

In the middle of the 20th century, shorts were considered athletic-wear only. "Shorts" was more likely to refer to a man's boxer shorts, which he wore under his pants.
Shorts as a piece of comfortable, casual summer wear for men did not show up until the 1950s. Even then — championed by trendsetters in Hollywood and other men in the spotlight — the idea took a long time to catch on as “normal.”   There are still plenty of men alive today who remember shorts being basically clothing for young boys.
Shorts are a modern addition to a man’s wardrobe and thus are still finding acceptance.  Although common everywhere in North America, they are not common wear in many other parts of the world (to include hot climate countries).   
Interestingly, while shorter trousers have gradually become acceptable in most arenas, athletic shorts went through a major shift from short, boxer-style shorts to longer mesh shorts in the 1980s. These days it’s unusual to see the extremely short athletic shorts that end as soon as the hip turns into the thigh, though some runners do still wear them. For team sports, mid-thigh or longer has become the rule.
So shorts, at the end of the day, still have a boyish association. That’s no longer a cultural expectation, and no one’s going to think you’ve lost your mind if you wear them. Clothing manufacturers love the idea of being able to sell men even more pieces of clothing each season, and men love the cool comfort shorts provide, so that genie is unlikely to ever go back into the bottle. But it is still something we, particularly if you’re an older man, instinctively think of as “boyish,” even when we’re not conscious of making that judgment.

When to Wear Shorts

Shorts are a casual piece of menswear. So when to wear them?
The simple answer is two-pronged:
1. When there’s a good reason to (temperature, environment, location) and
2. When you’re not conducting business or attending a formal ceremony/event
Recreation with family and friends is always a good default category for “shorts times.” Beaches, private parties, outdoor sports and recreation, and anything else purely for fun and not in the company of strangers or business associates is definitely in the clear.
Even those situations, of course, need appropriate weather: wearing shorts when it’s cold out is going to draw attention. Wear them when it’s hot enough that you really want them, and switch to light trousers as soon as it’s bearable.
In our modern world it also seems worth saying that a man who plans on leaving an air-conditioned house to get in an air-conditioned car and drive to an air-conditioned building can endure wearing trousers no matter what the weather is like. At the point where you have that much climate control you might as well wear the sharper-looking garment that better compliments your build.
FYI – The only people that can violate these rules are Californians.  Please see Seinfeld.

Target practice in Australia is a perfect occasion to wear shorts.

When to Skip the Shorts

Business dealings of any kind call for trousers. Even if it’s just an informal game of golf, wear a pair of light trousers instead of shorts, regardless of whether other men are wearing shorts or not. Take a cue from the pros here (the exception being John Daly).
Any sort of structured event outside the immediate family and close friends is also a time to avoid shorts. Even casual luncheons, picnics, weddings, or other outdoor, summery sorts of events should merit light trousers if you’ll be meeting strangers or relatively unfamiliar acquaintances.
Never wear shorts anywhere a jacket or blazer is expected. If the situation calls for that level of formality, it also calls for more formality than shorts offer. A few cultures have exceptions to this (shorts with blazers and ties are acceptable business wear in Bermuda, for example), but in most of the world it looks both out of place and a bit confused.
Finally, be aware of wearing shorts when traveling the world.  In many countries it clearly marks you as a tourist and may draw unwanted attention.

How to Wear Shorts Well

As a lesser-worn piece of menswear, shorts prompt all kinds of questions: How long should they be? How baggy? How many pockets? Belt or no belt? And so on.
How Long Should Shorts Be?

The far left pair are too short in my opinion. What do you think?
Short enough that your knees are visible or just slightly covered if standing still. Long enough that you’re not showing the world you rarely tan your thighs; if I have to be specific, I would go more than 2-3 inches above the knee, depending on your proportions. Barron from the Effortless Gent backs me up here.
Anything past the knees has ceased to be “shorts.” Those are high-cut pants, which is something else entirely (and not very flattering).
Shorts that do come up to mid-thigh should be limited to lightweight athletic shorts, and should only be worn in athletic settings. Running shorts get more leeway than casual shorts because the expectation is that you’re not going to walk into a store or restaurant wearing them. Exercise devotees should bear this in mind, and should go home and change (and shower) before inflicting themselves on the public outside of gyms, courts, or bike paths.

How Loose Should Shorts Be?
To some extent this is a matter of taste and style. Worth keeping in mind, however, is that shorts add bulk to the upper part of your legs only. Your lower legs will be bare, meaning that everything above them will look thicker by comparison. The baggier your shorts are, the thicker the look. So baggy shorts make your butt and thighs look big — not a look most men are seeking.
A close fit in the seat and straight legs down to the top of the knees looks good on most men. The style is reminiscent of military shorts, and their descendents, the Bermuda shorts, which are good classic styles that people have had a generation or two to get used to by now.
A baggier fit is sometimes common on the golf course, where it evokes the knickerbockers previously favored in the sport. These should obviously always be belted, preferably with a canvas and leather belt.
Pockets, Patterns, and Styles in Shorts
“Cargo shorts” or safari shorts with side, front, and back pockets are great for hiking or working outside anywhere that’s hot but not particularly overgrown (or otherwise hazardous to bare legs). Outside of that, they don’t have much of a role in your wardrobe.   Let me be clear here: baggy, multi-pocketed shorts don’t look great in social settings.  These are ultra-casual and should not be worn to college social events.
Solid colors such as tan, khaki, white, navy, olive, and off-white are the most traditional styles for men’s shorts. Plaids, especially plaids with a white base, are a preppy look staple, but should be paired with at least a polo shirt to avoid looking like a frat boy (and no collar pop, please). Madras pushes the prep look even further, and should be worn with caution.

Notice how color affects the mood of the same pair of shorts. By introducing a brighter color you can take shorts from boring to eye-catching.
Louder-patterned shorts, the kind that look like Hawaiian shirts for your lower half, should be saved for beach vacations and Jimmy Buffet concerts. (Interestingly, these are often referred to as “Bermuda shorts,” presumably because of the tropical association, but true Bermuda shorts are civilian versions of traditional military uniforms from the Pacific islands and are almost always khaki or white cotton).

What to Wear with Shorts

Can You Wear Socks with Shorts?
Can you? Yes. Should you? Only sometimes.
Socks and sandals is an appropriate pairing for old German men on vacation and no one else. So if you’re wearing sandals, which is what you’d expect when it’s hot enough to need shorts, skip the socks.  And sandals are the most casual option: fine for beachwear, not OK for a graduation party.
Shorts worn with closed-toed shoes usually look best with ankle socks. Mid-calves are starting to cover almost as much skin as just wearing trousers would have, and if you’re going to be that covered you might as well look better in trousers. Knee socks and shorts are downright laughable.
Slip-on casual shoes like boaters or loafers are also good companions to shorts, and don’t require socks (though if you need them for comfort inside the shoe, most good shoe stores will have “ballet” or “invisible” socks that don’t show above the shoe).

Shirts that Go with Shorts
Shorts are casual, so the shirt should be too. Don’t wear a long-sleeved, button-fronted, collared shirt with shorts. Even with the sleeves rolled up it’s too much of a stylistic mix-and-match.
Collared short-sleeve shirts are usually the best choice for men who want to look good but stay cool and casual. These can range from button-fronted (seersucker is particularly nice) to your basic monochrome polo shirt. Hawaiian shirts, like loud-print shorts, should be reserved for occasions where a little obnoxious tackiness is part of the fun — tiki bars yes, regular bars no, even near a beach.
T-shirts and shorts is a look that flatters no one. It may be appropriate in casual settings, but it’s not going to make you look as good as other options.
Blazers or Jackets and Shorts
This is a very fashion-forward pairing. In a few parts of the world, most notably Bermuda and South Africa, shorts with business shirts and blazers is actually an established style, and tailors will happily make you a “suit” with short pants instead of trousers. Outside of those countries, however, it’s very much a “fashion-forward” look.
If you’re looking for more fashion-forward ways to wear shorts, visit Josh and Travis here.

Materials for Shorts

Before closing, it’s worth noting a few of the cloth choices men have for shorts. These are garments meant for the most extreme heats of the year, so there’s little point in wearing them if they’re not made from something lightweight and breathable. Unfortunately, the most comfortable fabrics are often more expensive to produce, so a lot of mass-marketed shorts will be made with a thick cotton that’s worse than wearing full trousers of a lighter, more breathable material.
Cotton Shorts
Cotton is a great menswear material for heat — if it’s woven right. It’s lightweight and breathable and is by far the easiest to wash and dry without special care. However, tight weaves of cotton hold hot air close to the body, and sweat or water evaporates from it very slowly.
  • Seersucker is one of the lightest cotton weaves, with a dimpled surface that lets air flow. It’s a joy to wear in the summer and one of the best options available.
  • Madras (true Madras cloth, not just the reddish plaid print) has a very loose weave that lets air flow and dries quickly. There’s very little domestic production in the United States, so it can be costly unless you happen to be in India.
  • Gauze is more commonly associated with medical bandages, but the large weave with its visible square gaps was used for tropical military uniforms for some time and is reappearing in consumer clothes as well. It’s another good option, though not as durable as Madras or seersucker.
  • Drill or twill are both tighter weaves that hold in more air and moisture. Unfortunately, they’re also cheap and common, and make up the majority of most commercial lines. Wear them when you need a bit more durability but aren’t expecting to exert yourself too much.

Linen Shorts
Linen trousers are more common than linen shorts, but if you can find a pair they’re very lightweight and comfortable. Linen tends to wrinkle more than cotton, but the distinctive creases are part of the style, like the bumps in seersucker. Don’t bother trying to smooth them out.
Wool Shorts 
Tropical-weight wools are used for summer trousers because of wool’s smooth drape, but that property is largely wasted in shorts. There’s not a real reason to buy wool shorts, even ones made from very nice, lightweight wool.
Synthetics
Athletic shorts are usually made of synthetics like nylon or spandex. For the most part this is beneficial — the loose weave of basketball shorts keeps the artificial fibers from holding in heat and sweat, while newer synthetics can actually wick moisture away from the skin and let air flow even better than a cotton weave.
Want more?  Then click on the image below to see Primer’s visual guide to wearing shorts!

Also – don’t forget AOM’s guide to dressing in hot weather.

In Conclusion

Watch the video to have me talk you through the article.
Shorts are a modern classic piece of menswear with a storied history. They have a place in every man’s wardrobe.  Just make sure you wear them right!

Written By
Antonio Centeno

Founder of Real Men Real Style

Author of the Internet’s Largest Style Video Library
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Church of Our Lady of the needs

Church of Our Lady of the needs:
In the densely populated village of Chãs, in Leiria, Portugal, stands a small chapel – in need of a drastic renovation! The Lisbon based creatives at BICA Arquitectos came to the Igreja De Nossa Senhora Das Necessidades (translating to Church of Our Lady of The Needs) and created a calming space for locals to worship. Two of the leading ladies behind BICA are architects Célia Faria and Ines Cortesao, who together spearheaded the project and have just put the finishing touches on the chapel. “We started with the idea of ??building silence. In a world full of noise, the church represents a pause, a moment of peace and reflection….The spiritual character is present but not intimidating,” the team explained.
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Faria and Cortesao’s main objective was to seek harmony within the space by carefully manipulating materials, light, images, and sound. The layout of the main meeting area is designed to be an amphitheater around the centrally located sanctuary. Here, a large cross shape is cut into the wall and back lit, causing the sacred sign to glow.
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The walls are mainly outfitted in white, but the flooring, alter, and modern pews are covered in wood to add warmth to the chapel. A drop down ceiling creates more opportunity for hidden light, causing an ambient luminance. Faria and Cortesão intentionally hid the artificial light sources to “reinforce the idea of ??divine light,” as the shape of the dropped ceiling resembles “rays of the sun for the entire space.”
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Beyond the main assembly area, there is a smaller, more private area of worship. The circular shaped area is white, with rectangular built-in shelves where worshipers can pray to small religious figurines and icons. The dropped ceiling in this space is sloped downward without touching the wall of the altar, light is recessed into the ceiling, causing a lit halo effect in the room.
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Beyond the visual design, the two architects were very methodical in their pursuit of sustainability in regards to the thermal and acoustical aspects. Rock wool was introduced into the walls, ceiling, and floors, along with double glazing window frames to assist in controlling ventilation and sound. Being inside the chapel is an opportunity to experience isolation from the outside world, and focus on being together in worship.
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(Photographs: FG + SG – Fotografia de Arquitectura | www.ultimasreportagens.com)

Tuesday, May 29, 2012

The Naked Truth About How I Got 7,568 Subscribers in 5 Months

The Naked Truth About How I Got 7,568 Subscribers in 5 Months:
This is a guest post by Danny Iny of Firepole Marketing.
Yes, the number is accurate.
In less than six months, I gained over 7,500 subscribers, which represented almost 1,000% growth of the list of about 840 people that I had built in my first YEAR doing this.
That’s pretty impressive growth, but even more impressive was that these were all people who love what I do, and engage with my (very frequent) emails.
Oh yeah, and the best part is that they buy lots of things that I sell.
Okay, enough suspense.
Want to know how I did it? ;-)

First, I Found My “Type”

I spent a lot of time nailing down who I wanted to work with – people who would be the very best customers I would ever find.
At Firepole Marketing, our target audience is small business and entrepreneurs in the 0-10 employee range who are smart enough to be tired of the “5 Steps to Take Over the World with Twitter” nonsense that’s out there.
I realized that if I wanted to grow fast – and I really, really did – I would need an even narrower segment – one who would not only become my customer, but who would go ape-crazy for what I have to offer, and evangelize my work to their friends and followers.
That narrower segment turned out to be the ones who were interested in social media and engagement.
Now, I’m not telling you that you need to go after the social media and engagement crowd – I’m just telling you that you’ve got to find a highly specific group of people that’ll go crazy about what you’ve got, and tell everyone they can about it.

Then, I Got All Sexy

This is where it started to get fun.
Knowing who you want to impress is one thing, but then actually impressing them is a whole other project. So, I thought carefully about what I could offer these people that they would absolutely love.
What they would be the most interested in? What would it teach? What would they be excited to share? Who would it feature?
The end result was the promise made by the cover and copy of my book Engagement from Scratch! And yes, I spent a full six months putting that offer together – you already know that overnight success doesn’t really happen overnight, right? ;-)
The promise was audience building that really works from people who really knew how to do it.
The sheer volume of information that I assembled (thanks to the generous involvement of my co-authors, including Think Traffic’s own Corbett Barr), and the massive credibility of my co-authors, made the “sell” a very easy one.
It captured attention, and promised to deliver.

Then Came Desire

Of course, the promise isn’t enough. Once you make the promise, you have to deliver!
I mentioned earlier that it took six months from beginning to end.
This may sound like a short time to assemble a book, and it probably is – but when I first started out, I figured “it’ll basically be a collection of articles – how hard could this be?”
Well, the truth is that it was very hard, and this is probably the most important lesson in this post: knowing your customer is critical, and making a promise they can’t resist is great – but what really separates the dabblers from the professionals is the WORK.
If you’re willing to put in the time that it takes – weeks or months if needed – to build something that people will truly love (after you know exactly who you’re trying to impress and what will turn them on, of course), then the results will be epic.
Which, of course, is what you can expect when you write epic shit, right? ;-)
Hell yes, it’s a critical component in the recipe for success.
But wait, there’s more… :-D

Then Came Action (Eventually, You’ve Got to Make a Move!)

I priced the paperback version at $20, and I think Amazon has since discounted it down to about $15.
It’s also on Kindle – it started at $8.99, and I brought it down to $6.99 a couple of months later.
But I wanted to make it super-easy for anyone to get their hands on it – even if they needed to read it to be convinced that it’s great, and even if they couldn’t even scrape together the $7 bucks to buy it on Kindle.
So I made it free.
All 241 pages of the book, plus all the bonuses. Anyone could go to the site and just download the whole thing.
Why? Because that’s the smallest action that I could ask them to take, and the one that opened the door for me to reach out to them again in the future.
Then I could correspond with them, provide more and more value, and ask for higher levels of commitment.

It Was An Awesome Morning After!

Because I took the time to get to know who I was targeting, I was able to find the exact promise that they needed in order to go ape crazy about what I was giving them.
Because I did the work, I was able to deliver something truly spectacular (again, hat tip to all of my gracious co-authors).
And because I asked for a commitment, but kept that commitment as small as I could, everyone was willing and eager to take that first step and give me a chance to earn the rest.
The results were fantastic. I gained thousands of subscribers, launched Write Like Freddy, did over 100 interviews in just the last few months… and things just keep getting better.
So… do you know what the secret is to doing the same thing for yourself?

Okay, now it’s Your Turn!

It’s not the target audience that I chose.
It’s not the promise that I made.
It’s not the book that I wrote with the help of so many great people.
And it’s not the free download option, or anything that followed.
Here’s what it is: the process that I used to figure it all out.
Your target customer will be different from mine, which means that the promise will be different, too. You might have to work as hard as I did to deliver on that promise, but the nature of the work will probably be different, and so will the way you offer up whatever you give them, and the commitments that you will ask them to make.
But if you figure out who you want to be talking to…
…identify their biggest pain, and the biggest problem that you can solve…
…work your ass off to deliver spectacularly on that promise…
…and ask them for a small commitment, and work hard to exceed their expectations before asking for more…
If you do all that, you can look forward to achieving the same success that I’ve enjoyed – or quite possibly a whole lot more!
Now you know the steps, and all that’s left is to follow them. If you want more details about each step along the way, then check out my brand new Naked Marketing Manifesto. It’s my latest and (hopefully) greatest attempt at identifying exactly what *you* need, and then dramatically over-delivering.
Oh, and you don’t even need to opt-in to get it. How’s that for easy? ;-)
Download it, or don’t. Use it, or don’t.
But either way, find the right customer for you, figure out what they need, dramatically exceed their expectations, and make it easy for them to get started.
And the rest is gravy.
Danny Iny (@DannyIny) is the co-founder of Firepole Marketing, the “Freddy Krueger of Blogging”, and the co-author (with Guy Kawasaki, Brian Clark, and many others) of Engagement from Scratch! (available on Amazon, or as a free download). The latest and greatest thing you can get from him (for free, of course) is his Naked Marketing Manifesto, about marketing that really works!

How to Create a Memorable and Buzzworthy Company Name

How to Create a Memorable and Buzzworthy Company Name:
Naming a startup is one of the most important steps in forming a new business. I created NamingForce.com because I knew that entrepreneurs were struggling with this part of the startup process.  A few key naming considerations will help get any CEO-to-be headed in the right direction.

Create a Unique Name

Do: A business name should be unique. As a startup, you don’t want to be confused with other companies. Even in the Internet age, word of mouth is still the number-one method of marketing for any business. You want to make sure people hearing about your business do not confuse it with another similarly named company.
Examples from our portfolio: Cordinizer (cord organizer), Cleaning 4 Closure (foreclosed home cleanup), and Carriyak (kayak carrier kit).
Don’t: Even if traffic to Pinterest is taking off like a rocket these days, Pinspire (a real website) isn’t a very good name for a competing service. Having a name too similar to the industry leader might help you get a few accidental customers early on, but you want to build long-term business. If Pinspire was to actually be successful at their goal of building a better social sharing site, they would simply be confused for Pinterest, and vice-versa. All their work creating a better product and reputation will be wasted. Copying an industry leader’s name is a short-sited plan for mild success. Be sure that people will not confuse your business with others in your industry.

Make it Memorable

Do: Your new business name should be memorable. When your name is shared through word of mouth, social media, or traditional advertising, you want your potential customers to be able to remember your name. Your name should be on the tip of their tongue. Made up names can be fun, but if they aren’t memorable, they are useless. Make sure you don’t let whimsical get in the way of memorable.
Examples from our portfolio: The Bubble Wrap (retail shipping store), Nicassure (quit smoking gum), Peek-A-Boo(children’s pajamas).
Don’t: For the first few weeks after I was introduced to the startup launching website, Wahooly, I had to search my bookmarks just to tell another person about the site. I simply couldn’t recall the name. If people can’t remember your business name, you have a problem. Be careful not to choose funky over functional.

Be Descriptive

Do: A descriptive name will always be more quickly accepted and less expensive to market than one that is vague. When naming your business, you should at least hint at what product or services you provide. You will want customers to feel confident about what you ‘re offering when they approach you to do business.
Examples from our portfolio: Renuvolt (rechargeable battery), MemberMob (social website registrations), PicturePerfect Productions (professional photography).
Don’t: GoDaddy, the domain registrar, had to spend millions of dollars on a Super Bowl ad before they were known for being “that domain company.” They’ve also had to continue buying Super Bowl ads to remind people what they do. Industry mainstay Network Solutions’s name at least hints at what services the domain registrar provides. I’m not surprised to discover that they can handle my domain registration. On the other hand, when first hearing the website name GoDaddy, one has no clue about the services they provide.

Generate Buzz, not Buzzzzz

Do: Your new business name should be easily shared by word of mouth. Your name should be easy to spell and easy to say. As we have already discussed, word of mouth still rules marketing. When people talk about, post about, or tweet about your business, you will want them to be able to share the proper pronunciation or spelling of your name. Be careful about selecting a name that has to be spelled out when shared, or needs a disclaimer.
Examples from our portfolio: Spin Bin (tumbling compost bin), Curb Appeal (property manager), NeighborNews (community newsletter).
Don’t: Social news sharing site Digg has surely had success, but has failed to appeal to the non-tech crowd. In the early years of sharing the concept, I quickly grew tired of saying, “Digg, with two G’s.” Don’t assume that you’ll be able to overcome the hard-to-spell or pronounce hurdle with which only a small percentage of companies truly have success.
Choosing a business name can be overwhelming.  Be sure to consider the long-term impact of your name and how it will spread throughout your community and the Internet through social sharing.
Wes Cutshall is a serial Internet entrepreneur and CEO of NamingForce.com, a business naming contest website. He maintains a blog at WesCutshall.com. Wes has named dozens of companies and Naming Force has named hundreds of new businesses.