Going to a higher level

Going to a higher level

When stuck in a rut, businesses can turn to consultants, government agencies for help with company’s growth

I wasn’t long ago that Scott Weisberg was doing magic shows. Operating as Scott’s Magic, his Staten Island business performed at parties and provided clowns, music, and other entertainment for clients. That simply is how his business worked for a decade. The more events he did, the more referrals he would get from clients. In 1997, he formed a company – Scott’s Magic & Entertainment Co. – which handled more carnival events, entertainment services and the booking of other performers. But it wasn’t until about four years ago that Weisberg took his business to the next level.

Expanding into rentals and the full production of parties – and even some consulting and event planning work – his “new” business, recently renamed and re-branded to Everything Entertainment, has seen a 20 percent annual growth rate over the last five years. Instead of handling only one or two aspects of an event, the company now runs all faces of the party.

“Now that we do everything in-house, I can control it all,” Weisberg said. Controlling it all – and paying close attention to it all – is what it takes for a small business to expand on Staten Island, so says the story of Weisberg and other local business owners. It’s a concentration on offering the client everything he or she needs, making certain your prospective clients know what it is you offer and keep a tight rein on the way your operation moves.

With the change in business product that he offers, Weisberg said his company’s new name helped attract some bigger clients who had a better idea of the total package offerings Everything Entertainment had. He did say some of his smaller clients are still looking for Scott’s Magic.

A lot of people saw the work “Scott” or the word “magic,” and immediately thought the company was either small – because of one person’s name – or that it did only magic shows. “It (the old name) just really doesn’t relate to the business we do now.” For someone who taught himself the business – attending the “School of Hard Knocks,” reading a lot of bookings and making friend with others in the field who are now his competition – Weisberg has come a long way. “It has sort of been a natural progression.” Weisberg said. He started purchasing tents and other equipment little by little and “worked the kinks out,” as he progressed.

“I busing a structure for my business that works across the board,” so how he used the run the business the same way he still runs the business, even through it’s changed, he said. “The way I inventory amusement rides is the same way I inventory tents.” Along the way, Weisberg re-invested his profits into the business, “where it made sense,” something he had to do since he doesn’t believe in credit cards.

While making that jump in profit is a goal shared by all, some business owners seek a little help along the way, some outside guidance. George Zaloom found that guidance with Automotive Training Institute. After 17 years in the business, Zaloom, owner of Staten Island based Gemma Zaloom Automotive Inc., attended a seminar with ATI, and automotive specialty consulting firm. Two weeks after attending the seminar in early 2006, Zaloom signed up for the company’s services. By taking the company’s advice and altering the way in which he operated his business, Zaloom saw his bottom line increase by 10 percent.

The consultants showed him proper pricing of products and proper ways to run his business – areas in which he said e had no prior experience – so that he could start seeing a “real profit.”

“They showed me the potential and what’s not being done to get there,” Zaloom sad of ATI. “When there’s a problem, there’s somebody to go to. They’re teaching me how to run the business more effectively.” ATI Takes data Zaloom provides and generates charts to show him where the business has provided or declined over a certain period of time. Comparisons are also drawn to other companies to provide “benchmarks” for production, something Zaloom said he does each week.

“We found where we were behind and where we were ahead,” he said. “The whole key is getting into your business and charting comparisons.” Once you do that, he said, “you can start heading toward your goals.”

Zaloom’s business went from a local automotive garage to a place where car dealers from across the nation are looking for help. And though it all, he said, it has actually been less work, rather than more.

ATI charges $1,500 per mother for its service for the first two years; every year after that, the price is reduced by half. Employees are also able to attend unlimited seminars that ATI runs out of its headquarters in Maryland. For those just starting up a business, or looking to make jumps similar to Weisberg and Zaloom, there is free help available. New York City Business Solutions, an initiative of the New York City Department of Small Business Services, provides free information and guidance to business owners via its Web site, www.nyc.gov/html/sbs/nycbiz, or though its various sites in the city.

The center was set up to “help the business community of New York City find efficient solutions to common business problems,” according to the mission statement on its Web site. Program topics offered include starting a business, working with government regulations, securing financing, hiring and training employees, finding real estate, accessing incentive programs, selling to the government, obtaining minority and women-owned businesses certification and coping with emergencies. Other Island organizations run related seminars. Just last year the Staten Island Economic Development Corp. hosted the Dale Carnegie Customer Service Institute to help business owners use systems and practices designed to improve customer relations. The SIEDC Business Council created a “Customer Service Institute,” in which local service and retail businesses can come together to enhance customer service skills. Dale Carnegie Training led the institute’s first-ever workshop, a six-session series, last September.

And customer service is one of those areas where Zaloom said he has improved, based on training ATI provided. Much like a doctor’s or dentist’s office, Zaloom has customers set up future appointments when they leave a current one. Zaloom understands the frustrations of needing outside help. Unlike someone who owns a franchise, he had no place to turn for guidance. With ATI’s help, he still owns the business, but now, he answers to somebody.

Weisberg believes the mode of transportation taken down the road to success is irrelevant, as long as it’s taken, with perseverance and dedication. “Make the commitment, continue forging ahead,” he suggested. “When something goes wrong, keep going – don’t stop.”

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