Vermont Shortbread Company

Balancing Online Networking with In-Person Networking

I used to be a great online networker.  I was on Ryze (www.ryze.com) before it became big and trendy.  I established many relationships through Ryze long before I even had a functional web site of my own.  Now there's MySpace,  LinkedIn, and a zillion others.  I also adore the close-knit group at Biana Babinsky's Marketing Salad.  There are a ton of high quality online networking resources that are free or low cost to join.   

For awhile, when I was a single parent working at IBM 40-50 hours a week at IBM, online networking was perfect for me.  I could do it late at night, early in the morning before starting my technical writing day, in my pajamas if I wanted!  It also allowed me to express myself the way I do best: through the written word. 

In 2006, I commited to building my local networking efforts.  I joined BNI and worked tirelessly to build my brand in the local community in and around Burlington, Vermont.  It worked. The business is growing.  I've met great new people.  I've honed my public speaking skills (never my forte in the past...now it amazes me that I actually ENJOY giving an elevator speech about myself and my business).  I've honed my professional wardrobe to match my brand (casual, classic, elegant, and  polished without the stuffy suits from my NYC days).  I am proud to note that at the beginning of 2006 this introvert was terrified of presenting myself and my business in-person.  Now I'm addicted to standing up and speaking.   I want more. 

Unfortunately, my online efforts have fallen through the cracks.  I haven't posted to Ryze in ages.  I've lost touch with many of the people I enjoyed in my online forums.  I hate that.  That's where I got started.  The relationships with people I've never met in person are some of my strongest and oldest. 

So for 2007, I resolve to designate a set time each week to regularly post to my online networks, to re-cultivate those old relationships that helped me get started, and to maybe, just maybe, join MySpace after hearing how it's working for my other internet marketing friends.  I resolve to find the right blend of online and local networking for my business and to write a report or article about it in 2007.   

Networking in the 21st century is not like networking of my father's day.  It's far more complicated now.  The basics, however, will never change.  Networking will always be about building relationships.  It's really that simple.   I'm darn good at that...AND I have a lot more to learn in 2007. 

How do you blend your online and local in-person networking efforts?  The shortbread queen wants to hear from YOU! 

   

Attention Vermont Specialty Food Businesses

I've blogged about my commercial bakery in the past.  Building it was a highly creative labor of love for me and it couldn't have happened without Vermont Shortbread Company's Chief Operations Officer.  He's the logistical genius and I'm the creative dreamer. My husband, who is in the restaurant equipment business, helped me score a fantastic Imperial commercial baking oven at a great price this small business owner could afford.  We ripped the old cabinets, counters, dishwasher, and sink out of our old kitchen installed it all in the bakery.  We attended restaurant auctions (lots of fun for foodies and restauranteurs - we even came home with a deli slicer once!) and rounded out the bakery with other used equipment we found.  When the Department of Health inspected our facility and gave it the thumbs-up, we did the shortbread dance of joy (don't ask - we dance like dorks) before proudly posting our Vermont state license to operate our bakery on the wall. 

Part of my mission is to help other food entrepreneurs and to learn what I can from them.  It's a co-creative process all the way. My expertise is in: internet marketing, networking, food writing, documenting processes, and basically anything wildly inventive.  I love these parts of being an entrepreneur.  Recently I realized that my shortbread bakery was sitting dormant when my bakers were not baking and that I could offer up rental of this space as a resource to other Vermont specialty food biz owners.

I began to think about opportunities for co-packing, renting my space, and building a business around coaching other small food businesses (you know, in my "spare" time :-).  Renting my space was one idea on which I could take immediate, painless action.  A longer term project around the other pieces is in the works ( you can have a sneak peek at www.wordbaker.com).   As the Wordbaker, I'll be collaborating with the amazing network of professionals (list of amazing professionals is at the bottom of the post) who have helped support my small business growth along the way and to whom I am forever grateful. 

So here's what I'm looking for:

• Small, local, Vermont-based baking businesses in need of commercial, state licensed space to rent for their own food prep.
• Responsible business owners I can trust to handle my beautiful oven and baking facility with the same loving care with which I handle it.
• Vermont-based food businesses who need help with: marketing, blogging, ghost writing, food writing, copywriting, menu design, public relations, networking, and web content.
• People with an idea about a food product they want to turn into a business but have no clue how to start.

Marketing and selling are essentially about building relationships and that's what we do best at Vermont Shortbread Company.  We love our customers and our vendors and only do business with people we'd want to share a meal with.  It's what has kept us in business for nearly a decade.

If you're a Vermonter who fits my description above or know anyone to whom I should talk, please, send them my way.   

Vermont Shortbread Does Vegas

I'm heading to Las Vegas soon.  Now, Vegas has never been at the top of this girl's travel wish list.  I prefer eating biltong in the African bush or swimming with manatees, however...Vegas is a wonderful marketing opportunity for this gourmet shortbread food producer.  Think of all the top-notch eateries there.  I've gotten a few referrals already and I'm in the process of figuring out what my business goals are for this trip. 

So dear readers, I'm looking for your business referrals in Las Vegas.  Specifically I am looking for:

• Companies who give corporate gifts
• Restaurants and cafes where shortbread creations might make a nice addition to the dessert menu
• BNI (Business Network International) members in Las Vegas with whom to network or a BNI meeting I can attend
• Las Vegas-based food writers

On a personal note, I've also been thinking of renewing my wedding vows in a tacky Elvis ceremony while I'm there.  Now, I have to convince my better half that this would be hilarious as a photo addition to our holiday cards.  I don't think he'll buy it, but I'm thinking it would keep me laughing for years to come. 

Last but not least, any recommendations for natural can't-miss sights (dessert or desert!) for me would be most appreciated. 

Ann at Vermont Shortbread Company

The Fabulous Knob Lady

Here's my dear friend and shortbread fan, Kristen Donaldson, owner of Vermont Custom Hardware at last week's Home and Garden Show held at Essex Fairgrounds. 

The thing I love about Kristen (besides her fabulous hardware) is her irreverent sense of humor and the fact that she's interested in learning about everything and everybody.  She's one of those rare people who can engage in meaningful conversation with anyone. 

If you're in the market for hardware for your cabinets, bathroom, or a cool front door knocker, forget the big box stores - go see Kristen.  Not only will you get friendly attention from someone who has a flair for style and color, but there's a huge dish of Hershey Kisses, treats for your dog, and attention to your children - little touches of personalization the chain stores can't match. 

Here's to the fabulous knob lady, my friend Kristen! 

Ask and You May Receive (Often in Ways You Can't Imagine)

What do a mortgage company in Michigan and Vermont Shortbread Company have in common? 

Not much, until a couple days ago.  David Porter answered my call for trackbacks out of the blue.  I took a look at his blog and his Web site (http://www.pacesettermortgage.com) and decided this guy can write, he has a good heart, and he wants to try some shortbread...what a synchronistic meeting! 

The interesting twist to all of this is that I have been focusing on personal coaches and mortgage brokers and realtors for my shortbread corporate gift campaign.  Already, Maria LC Salomão, Ryze buddy, shortbread fan, and founder of Brick House Realty (http://www.brickhouserealty.com/) just outside Boston, recently sent me a huge pile of promotional materials to tuck into the shortbread she orders from me to send to her clients.  Maria received some shortbread for Christmas last year and was hooked.  Now, Maria orders and I ship my tasty wares from Vermont.  A win-win for both our businesses.  And the beautiful thing is, Maria is a perfect customer, the kind of person I'd choose as a friend if I met her on the street. 

A local friend, George Brewer, owner of Addison County Real Estate (http://www.acrevt.com/), and I met over lunch with me about a week ago to discuss my strategy for covering the real estate market in shortbread in Addison and Chittenden counties of Vermont.   George offered me a ride on his sooper-dooper 2004 Harley.  That's almost more fun than selling shortbread. 

So, how cool is it that David, another creative entrepreneur, appears out of nowhere? Is the corporate gift market a good place for me to be?  Time will tell, but the evidence is pointing to YES. 

Thanks, David, for reaching out.  Ain't technology grand?  I got lessons in trackbacks and a friend in Michigan!

Dave's blog is at:  http://pacesettermortgage.typepad.com/pacesetter_mortgage_weblo/