IMPORTANT QUESTIONS: Shmaltz Brewing Company

IMPORTANT QUESTIONS: Shmaltz Brewing Company
By: Jake Kilroy | March 27, 2009 11:50 AM

I first started at Entrepreneur in June 2007 and, at the time, had a very boring perspective of business. Business wasn't quirky to me. No, I didn't think that everyone was a suit, but even those who ran small businesses had a very distinct personality, I thought.

Small-business owners were serious about trying to succeed, which in turn, sort of just made them serious people, I figured. To me, businesspeople were businesspeople, whether they worked in a corporate headquarters or a dinky little office. However, as an intern, I was quickly assigned to a research project where I was to investigate the craft beer industry, and I soon learned that a number of entrepreneurs not only had senses of humor, but they applied them to their actual business, their products, their websites and their marketing strategies.

And the first business I remember respecting the originality of was Shmaltz Brewing Co. for "He'Brew - The Chosen Beer" and the Lenny Bruce tribute pale ale "Bittersweet Lenny's R.I.P.A." Their gags were clever and, most importantly, a good sell for their products.

So I thought it was only fitting that I approach founder Jeremy Cowan for my first "Important Questions" back in October 2008. But Cowan was extremely busy throughout the rest of 2008, seeing quite a swell in business. Well, he recently got back to me.

You can tell it was my first "Important Questions," as there's no 27-Word Question and the fancy business questions don't seem as poignant. But Shmaltz is celebrating its bar mitzvah this year and to pay tribute to a clever company, I asked...

SOME FANCY BUSINESS QUESTIONS:

NAME: Jeremy Cowan
COMPANY: Shmaltz Brewing Company (HE'BREW Beer & Coney Island Craft Lagers)
WHAT IT IS: Niche craft brewery
FOUNDED: 1996
BASED: San Francisco & New York
WEBSITE: www.shmaltz.com
FAVORITE SONG OF ALL-TIME: "Free Will" by Rush

1. What's the next big plan for He'Brew?
JC: This year, Shmaltz Brewing turns 13, which in Judaism, marks the year of the Bar/Bat Mitzvah, the coming of age for a Jewish boy or girl. For Chanukah, we will launch Jewbelation Bar Mitzvah as we celebrate 13 years of delicious beer and delicious shtick. The label design will feature micro images of publicly submitted bar mitzvah photos. Should be really fun.

2. Who's next in line for the tribute to Jewish Stars?
JC: Top Secret, totally hilarious and, of course, mythically delicious.

3. What's been the most rewarding moment for you with He'Brew?
JC: I'm certainly really excited about the growth of the company over the past five years (1000%), but I'm most proud of the quality and uniqueness of the products we've created, and drinking a Shmaltz beer with the kick-butt staff that has become my working family over the past two years!

4. I have some friends that brew their own beer. One or two have talked about starting their own company. Any advice?
JC: There are a lot of brewers in the United States and He'Brew really developed a cult following because of the quality of our beers. Yes, we have a lot of fun with our labels and our branding, but it's all about quality and creativity. In the current market, it must be exceptional beer to gain a dedicated fan base. Do something unique and interesting and share the passion with others relentlessly...and wake up every day and do it over and over and over!

IMPORTANT QUESTIONS!

1. What is your favorite album to listen to while enjoying good craft beer?
JC: I dig Corn Mo and the .357 Lover's "Your Favorite Hamburger Is A Cheeseburger." I love this band! Dave C. Wallin, the tattoo artist who designed the labels for Coney Island Craft Lagers, is the bassist for Corn Mo. Fun stuff to rock out to!

2. Who's the toughest celebrity you think you could beat in a boxing match?
JC: Meatloaf

3. What book, movie or show changed your life?
JC: Watching The Daily Show for the first time. I was waiting for someone to really challenge the current platform of news reporting. I love how Stewart combines political commentary with humor and hard news. Jon Stewart rocks.

4. What's your favorite movie trilogy?
JC: Spinal Tap, Best In Show and A Mighty Wind. This is my favorite set of three movies with the same set of actors. As an ode to the Tap, for our anniversary, Shmaltz Brewing released Jewbelation Eleven with a giant amp turned all the way up--to 11.

5. What and where is your favorite establishment to drink? Where is your favorite non-beer drinking establishment?
JC: Damn tough question, since Toronado in San Francisco and Blind Tiger in New York City have been so great to Shmaltz Brewing...but I'd probably say Spuyten Duyvil in Williamsburg, New York. They serve the finest American craft beers, and consistently switch up their beer menu to feature the best seasonal beers. They have a great little beer garden in the back of the bar, which is great during the summer months. Favorite non-beer bar though is at the sideshow in Coney Island.

The Beatles Question
Who's your favorite Beatle?
JC: Ringo Starr. For decades, he's handled all of The Beatles fan mail by corresponding directly with their fans. Now that is truly amazing.

Some Cartoon Characters Just Aren't Funny In This Economy

Some Cartoon Characters Just Aren't Funny In This Economy
By: Jake Kilroy | March 20, 2009 10:35 AM

Last week, I was watching The Critic, which I consider to be the lighter and cartoon equivalent of Aaron Sorkin's Sports Night.

Anyway, I noticed that the character of Duke Phillips wasn't as funny to me as he once was. Phillips, the exceptionally rich and charming megalomaniac owner of his own broadcasting company, just seemed to bother me this time around.

And it's not that I've matured beyond cartoons. I assure you that I haven't.

It's just...I don't think that outrageously wealthy cartoon characters are all that funny anymore in this economy. 10 years ago, these characters were great. I laughed at their delusions, their perspective of the poor and their generally overall wackiness. Their sense of business was marred by their senselessness and gracious detachment from societal norms and standards. The salary gap between them and their protagonist counterparts was a laughable observation of poor vs. rich. But the economy was doing better then and there wasn't a reason to suspect that the cartoon employees of these fictional millionaires and billionaires would be facing layoffs.

Even if these characters were created 10-20 years ago, how are we able to laugh at their relevancy in today's economy? Are whimsical firings and layoffs funny these days?

Sure, they're cartoon characters, but even fictional portrayals of today's financial elite have their grounding somewhere. Isn't it infuriating to watch a cracked character throwing money away when you know friends and family that can't find work?

Yes, they're hand-drawn works of fiction, but when they don't show compassion for their working force or the working class, doesn't it feel like you're not in on the joke anymore?

And by all of this, I am of course referring to extremely loaded cartoon businesspeople. Not the wacky mafia or criminal types. The pigeons on Animaniacs and Fat Cat from Chip 'N Dale's Rescue Rangers will always amuse. Or there's small business owners obsessed with money, which are fine. But they're much too small-time to really edge out your nerves. Characters like SpongeBob SquarePants' Mr. Krabs are still funny. In fact, Krabs only has an average of two employees.

It's just the deliriously rich cartoon businessmen and women that have lost their edge. Their antics were once loony novelties. But now, their jokes seem cheap and aggravating.

I decided to evaluate the top five rich cartoon characters that have lost their biting humor to sheer biting that stings. Without further introduction, here are the top five television cartoon characters that have lost their funny edge over the last decade as the economy has tanked.

THE TOP FIVE:

#5: Mr. Burns
Springfield Power Plant
The Simpsons
PERSONA: Burns is the classic frail, town hall, businessman villain. He's done everything from blocking out the sun to attempting to make an outfit out of puppies. He has blackmailed and bribed. He has, in fact, actually tried to steal candy from a baby. But failed. The baby was too strong.
QUOTE THAT SUMMARIZES THEM AS AN EMPLOYER: "Get going. And answer those phones, install a computer system and rotate my office so the window faces the hills."
PARTICULAR EPISODES: Burns Verkaufen der Kraftwerk, Who Shot Mr. Burns?, Raging Abe Simpson And His Grumbling Grandson in "The Curse of the Flying Hellfish"
Hilarity Factor of 1999: 9
Hilarity Factor of 2009: 6
REASONS FOR DECLINE: Burns is so out of touch with everything that what he does can't even be considered business. He runs his modern nuclear power plant with the integrity and insanity of the industrial revolution. The man writes with a quill pen and wears goggles while driving. In all actuality, he should be the least funny on here, as he has accomplished the most demoralizing destruction to his townspeople. But his ability to consistently outdate himself by not only decades, but maybe an entire century, keeps him seeming irrelevant, nonthreatening and generally misplaced. His erratic but calm participation in 21st Century business as a man of the late-19th and early 20th Century prevents him from becoming too relevant today.

#4: Duke Phillips
Phillips Broadcasting (formerly Duke Phillips' House of Chicken & Waffles)
The Critic
PERSONA: Though maybe the most endearing character on this list, Phillips is still balanced with an insulting ego. He founded a hospital (good) with a robotic statue that announces, "All hail Duke, Duke is life" (bad). Phillips even had the funds once to build a preschool on a dare. He is fierce in his detachment from society, but too realistic to be silly. He makes a conscious effort to flout his wealth and power, once calling Webster to add a word so he could win at Scrabble. On on occasion, when renting a hotel room that resembles a five-star residence in Dubai, Phillips calls it a "tragedy" that they have the wrong kind of tigers in his viewing display. And at one point, Phillips says, "Like other members of America's cultural elite, I worship Pan the Goat God." He is so aware of his crazy that it doesn't count.
QUOTE THAT SUMMARIZES THEM AS AN EMPLOYER: "I'm gonna run this country like I run my company. I'm gonna raid the pension fund, dump chemicals in the oceans and sell our best assets to the Japanese."
PARTICULAR EPISODES: All The Duke's Men, Dukerella, Dr. Jay
Hilarity Factor in 1999: 8
Hilarity Factor in 2009: 5
REASONS FOR DECLINE: Again, although he is the most likable character on the list, he still actively taunts his workforce and is repeatedly threatening to fire movie critic Jay. Profit always surpasses integrity and art to him. He walks through walls with ease and often flaunts his ability to have others killed. He is reckless, but not deranged. Phillips sometimes appears to be a little too close to real CEOs. He micromanages what he doesn't understand and evades taxes as a registered citizen of the Dutch Antilles. He is dishonest to the government and other businesses, but never really to his employees. He's just playfully discouraging. It was a lot funnier when real CEOs weren't micromanaging what they didn't understand and being financially evasive. So Philips loses three points.

#3: Scrooge McDuck
McDuck Enterprises
Ducktales
PERSONA: Though supposedly loosely based on Andrew Carnegie, McDuck rates low because he's preachy. It's always easier to preach the value of money when one has it, and he expects his employees to live up to his demand, even when he won't raise their pay. And to top it off, he had a temper. He fired both pilot Launchpad and inventor Gyro for minor mishaps. And he flouted his money by turning it into a swimming pool, which was so inane that it was somewhat loveable. But that was then, when his motto for money was always "earn it, square." However, in today's economy, nobody's hiring. So, how are we to earn it? Exactly. Shut up, McDuck.
QUOTE THAT SUMMARIZES THEM AS AN EMPLOYER: "I'm the richest duck in the world."
PARTICULAR EPISODES: Down And Out In Duckburg, Catch As Cash Can - A Drain On The Economy, The Uncrashable Hindentanic
Hilarity Factor in 1999: 5
Hilarity Factor in 2009: 4
REASONS FOR DECLINE: He only loses one point because honesty and hard work is as relevant 20 years ago (when the series ran) as it was 10 years ago as it is today. McDuck's message was strong, but he wasn't fun. He was the universal strict boss, but was still relatively fair. This whole odd balance made him slightly unfunny to begin with, as we've all had bosses like that. McDuck never lets you forget that he has money, and that he swims in it, but he also never lets you forge that he earned it, square. Also, he would always rehire Launchpad and Gyro anyway.

#2: Mom
Mom's Friendly Robot Company
Futurama
PERSONA: In public, Mom appears to be a much older version of Paula Deen (pleasantly plump with a delightful Southern drawl) and uses old-time similies like "squeaking like an old screen door." But in private, Mom is a chain-smoking, foul-mouthed CEO that holds 99.7% shares of Mom's Friendly Robot Company. She only looks out for her best interest with ruthless business tactics. In one instance, Mom stole the entire fortune of nice guy delivery boy turned accidental billionaire Philip J. Fry by stealing his pin code and bank card. She has hosted charity events to cultivate relationships with investors. Also, she tried to kill mankind once by way of her business products: robots. However, it was Judge Whitey who decided that "being poor" was a legitimate mental illness.
QUOTE THAT SUMMARIZES THEM AS AN EMPLOYER: "Conquer Earth, you bastards!"
PARTICULAR EPISODES: A Fishful Of Dollars, Mother's Day, Future Stock
Hilarity Factor in 1999: 7
Hilarity Factor in 2009: 3
Hypothetical Hilarity Factor in 2999: 0
REASONS FOR DECLINE: When the economy was better, a character like Mom was outrageous. She was so mindlessly evasive of the truth and lied straight to the public in wacky and bold forms and forums. She was a saint in the public's eye, but a tyrannical, abusive sociopath in private. Through hostile takeovers and simply takeovers through hostility, she managed to build an empire. The over-the-top business empire of dishonesty and hyper-control was funny in the late '90s. And then Enron happened. And then a slew of other businesses happened. And then the economy tanked. And then Mom didn't seem so funny.

#1: Carter Pewterschmidt
U.S. Steel
Family Guy
PERSONA: Pewterschmidt is by far the least funny wealthy character on television these days. And he was to begin with. His perspective of the working class has always been uncomfortably mean and discouraging, as well as racist and sexist. He mocks and taunts the less fortunate. He's actually said that the secret to happiness is money and has pushed those poorer than him (asking for his help) to do obnoxious things, like eat an entire pine cone. And Carter's best friends are also mogul mongrels, like Ted Turner and Michael Eisner. Greed loves company (and companies), I suppose.
QUOTE THAT SUMMARIZES THEM AS AN EMPLOYER: "I'm never taking you to my country club again!"
PARTICULAR EPISODES: Screwed The Pooch, Peterotica, Padre de Familia
Hilarity Factor in 1999: 4
Hilarity Factor in 2009: 1
REASONS FOR DECLINE: Pewterschmidt is so relevant because he actively chooses to be a terrible businessman and person. He doesn't recognize his own gardener, even after 12 years of employment. He ignores his own workforce and writes the poor off as beneath him. Pewterschmidt can and will ignore the suffering of those close to him while shrugging it off as their problem, even if it is his responsibility. As long as he has his money and his ability to keep making money, he feels he can ignore the problems of those in his employ. He is also spectacularly dishonest, unsympathetically self-involved and a disaster of a family man. His character was already somewhat brutal in 1999. But that was when the economy was better, and you actually felt sorry for such an awful person. Now, in 2009, nothing about Pewterschmidt is funny. Nothing. Well, save for the occasional good fart joke, which earns him a 1.

And there you have it, the top five cartoons that have lost their place on television as their audience continues to be mistreated, misinformed and laid off.

How The Irish Know Business

How The Irish Know Business
By: Jake Kilroy | March 17, 2009 11:51 AM

Today is St. Patrick's Day, and as the son of an American who was the son of an American who was the son of Ireland natives, I thought I'd write something in tribute to the Irish.

Also because I asked my father about Irish businessmen and women some months ago, and he had quite a response.

My father has long been one of Ireland's heavy promoters. And by that, I mean that we've had many conversations at the dinner table of which great historical figures were Irish, though they were popularly known for being from elsewhere. At Christmas, at my grandparents' house, winter carols turned into lively Irish folk songs.

In fact, I'd use the phrase "lofty Irish nationalism" to describe some conversations I overheard as a kid. So you can imagine the delight of the Irish side of my family when they heard about a book called How The Irish Saved Civilization.

A little over ten years ago, American scholar Thomas Cahill wrote How The Irish Saved Civilization. In it, Cahill detailed the Irish's part in protecting Western Civilization against everyone from the Huns to the Saxons.

My father read Cahill's bestseller and praised it for years after finishing it. In fact, I recall many of my uncles and grandfather talking about Cahill's book at several holidays when I was younger.

Some months ago, I approached my father about writing a blog called "How The Irish Saved Business," thinking I could draw parallels between business and warfare. However, I wasn't sure if it would make sense, so I asked him how I should go about it. In his e-mail reply, he admitted that he didn't have much experience as an entrepreneur and said that he wasn't sure how the Irish saved business exactly, but he suggested that there were a couple of things that the Irish knew about business.

So I just turned the rest of the e-mail into an essay by my father.

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"How The Irish Know Business"
by John Kilroy

There's probably a lot to mine in the connection between being Irish and running a business. A huge number of Irish surnames are on the list of people running America's Fortune 500 companies. America is Ireland's most successful colony.

Real Irish have a lot of good aspects for being entrepreneurs. Generalizing to a great degree, there's unfettered imagination and brashness bordering on recklessness. They don't like rules, or people telling them what they can or can't do, so being their own boss is a good solution. It's also a good way to enter a market that already seems to be "owned" by some dominant companies.

The Irish are great talkers. I think they're generally good salespeople. As salespeople, they'll tend to want to keep talking long after the sale's been closed, which is not strategically smart. I've done this. And where some night complain, the Irish tend to be fine with buying a customer a few rounds long after the work day is done. In other words, the purpose of talking for the Irish is talking, and they can quite easily depart from a pointed focus on the sale.

And there's a respect for people, so that while the Irish might slip into exaggeration from time to time, I think they don't feel right about actually misrepresenting something to the degree that someone will end up in some sort of financial pain. I think maintaining the relationship is very important. There's a respect for honesty in the relationship, even if sometimes the Irish aren't great with a sterile, frozen sense of what's true at any given moment.

A lot of times, the Irish have a gift for transforming what should be a mundane experience into something that strangely feels like fun. People find themselves gravitating to such people because it just tends to be more fun. So, whether it's motivating employees or striking a deal, fun can be effective, and fun is something the Irish can do quite well.

And, although it might be diminished, there was a time when the Irish had to work at any price at any endeavor or starve. That's a powerful motivator. And it was true at a time of great prejudice in the United States against the Irish. So, they have an immigrant's approach to good ol' hard work. No job is demeaning. All labor is good. You may have more money, but I can outwork you every single day of the year because that's the only way my ancestors survived.

And the Irish have the sense of optimism that makes great entrepreneurs.

Having said all that, the Irish make bad employees in a typical sense. I know I still can't sit through a serious meeting without thinking the entire time of funny things to say. It look me 20 years to finally stop blurting them out. Now, I allow boring meetings to remain boring. Straight-laced types think a sense of humor has something to do with a lack of serious intent, but to the Irish, a lack of humor is the same as being dead.

And it can be challenging to get the Irish to understand that 8 a.m. is an actual time, and not nearly the same thing as 8ish or 8:30ish or sometime today. And 5 p.m. is an actual time, and it overrides whenever happy hour starts.

Direct conflict might be an unknown quantity when it comes to the Irish and business. On the one hand, the way the Irish employ language can fly right past people. There's the old saying that an Irishman can tell a man to go to Hell in such a way that he looks forward to the trip. To get an Irishman to speak his mind in a terse, direct fashion is a challenge, especially when it's a situation of direct conflict. On the other hand, it doesn't take much for an Irishman in a situation of direct conflict to just explode. I think a lot of other cultures have a more reasonable middle ground in times of negotiating conflict.

An Irish accountant working for a Wall Street bank would probably not use such language as "broke, "bankrupt" or "out of business." He might start the conversation with, "Well, the situation is that you have less money than you used to, but you have a lot more time to work on your golf game."
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I Know What Boys Like, I Know What Guys Want

I Know What Boys Like, I Know What Guys Want
By: Jake Kilroy | March 13, 2009 2:32 PM

"I know what boys like. I know what guys want." -- The Waitresses, from their album Wasn't Tomorrow Wonderful

Sure, vocalist Patty Donahue said that she was what boys liked and what guys wanted in 1982, and the whole song was seemingly just a love affair with herself. But some time ago, this song came on in my sister's car, as do many favorite tracks of the 1980s, and it got me thinking, "What do men like? And what do they not want?"

I decided to just ask someone who had experience advertising to men.

"Guys don't want to read wedding content about flowers or cake," Chris Easter, 25, told me. This, of course, opened up a manly door of manly insight.

Easter is a co-founder of The Man Registry, along with friends Bobby Horner, 27, and Jimmy Horner, 29. TheManRegistry.com is an online resource for grooms and a specialized wedding registry.

And the company started out of personal observation, which is always my favorite start to any entrepreneurial story. I much prefer "I noticed that nobody sold plastic lion skulls, and damn, I just love quirky crap, so I started a company that sold plastic lion skulls" as opposed to "I graduated from business school and just kept trying to figure out what would make me money."

The Story: A few years ago, Easter and his partners were attending a number of weddings, constantly hunting down items on registries and noticing that nothing really seemed fun to them.

"The gifts were predominantly geared towards the kitchen, bedroom and bathroom. There weren't really any gifts that the guy could get excited about," says Easter. "As we thought more and more about the creation of a groom's registry, we began to look around at resources for the groom online. We were surprised to see that there were none."

So the salesman (Easter), the chemical/pharmaceutical purchaser/business developer (the younger Horner) and the airline captain (the older Horner) became entrepreneurs by founding the Kansas City-based website in March 2008.

And the three entrepreneurs were undoubtedly onto something about fun gifts that the groom might love. I'm actually attending a wedding tomorrow, which my girlfriend and I went shopping for last week. The registry at Bed, Bath & Beyond was filled with spatulas, towels and random pink items. My girlfriend stuck closer to the actual list, looking for a mortar & pestle for our friends Shawn and Tina. Meanwhile, I suggested buying a dragon statue. It turns out that the "Beyond" section of Bed, Bath & Beyond is super weak and has no awesome dragon statue. I guess "Beyond" to them just means patio furniture, rugs, lamps and nothing with lasers. Ugh.

"Once the three of us realized in our heads what this could eventually become, we moved quickly to get it online. We took the initial steps of forming an LLC, putting together the business plan, setting up the business banking info, and putting together a solid team of advisers and mentors in various areas of business," says Easter. "Simply put, we got our ducks in a row before we even thought about making our first sale."

But how does a company like The Man Registry secure the massive demographic their company is based on?

Easter laid it out for me.

"Since we're strictly an online company, the design and functionality of the website are of huge importance," says Easter. "We have obviously had to work hard to determine what engages men on the web. We have identified key areas that are essential to selling grooms on our website. If we don't do the following things well, we fail."

* Humor--"We try to have a touch of humor in all of our advertising and content. We think it's important to do this, even if the humor doesn't necessarily relate to weddings. You can see an example of an ad we ran here. Look at the left-side column and you'll either see an ad for our personalized groomsmen gifts or our 64oz. jumbo flask. If you reload the page a few times, they both should rotate in and out."
* User-friendliness--"The site has to be user-friendly. Period. If a guy can't figure out how to navigate to a certain page or shop for a certain item, then what is the point?"
* Website layout and design--"We have found that a visually stimulating website or advertisement is more likely to hold a man's attention than one that is based in text. Including photos and bullet points in articles keeps a guy reading and is less likely to bore him. When it comes to the design of the website, we try to use the color blue a lot because our research and other statistics have shown that many respond to the color blue."
* Products--"The big draw to our site is obviously the wedding gift registry. We have to constantly be maintaining and adding products that guys are going to want. We have to keep our finger on the pulse of the market and what is currently popular and what's going to be popular in six months."

Though Easter and the Horners (also a possible doo-wop group from the early 1960s) have the logistics of marketing to men, they're still only attracting 50 percent of the population. What about women?

"We do devote approximately 35 percent of the marketing budget to reaching out to brides. The main message that we try to convey to the bride is that her fiance can go from an uninvolved bum to actually enjoying the wedding process by visiting our site and seeing just how many aspects of wedding planning he can get involved in," says Easter. "We also ran a campaign in November and early December encouraging women to buy Christmas gifts for the men on their list from The Man Registry. We had a great success with this campaign as we were able to convey that The Man Registry knows men and knows what men like."

I thought the initial questioning would be more difficult for Easter, but marketing to men while securing women actually seems much easier when he puts it in those terms: "Men, we know what you like, and women, we know what your men like."

Why does it have to be harder than that?

"Since we're in the wedding industry, we have to include [the woman demographic] in our budget and plans because marriage is a two-person job. In many instances, we rely on the bridge to discover our website either online or in wedding publications and send her fiance to our site," says Easter. "Typically, guys don't actively seek out wedding websites, so we have to get creative in how we reach them. One of the ways we do this is marketing to the bride because we know she's going to send him to The Man Registry."

Beyond that, they just need to keep the men coming back to the website for more than shopping. Right now, on the website, a featured article is "Writing Your Vows: A Gameplan."

In fact, their content is what may keep repeat visitors. The content is relevant, witty, charming and informative. It isn't just a box of slick gimmicks.

"The content in our 'Groom 101' section focuses on the groom's responsibilities and areas that he would be interested in," says Easter. "These categories range from the bachelor party to picking out the right ring to honeymoon planning to groom-friendly wedding showers where he can rake in the manly loot! We also recently launched GroomsAdvice.com, which is our official blog. This blog is updated several times per week and includes regular guest blogs from some of the heavy hitters in the wedding industry."

Aside from content, the other two outlets of the website's "three pronged approach" is a wedding vendor directory as well as gift registry and groomsman gifts. The gift registry is the centerpiece of the website, according to Easter. It has a large selection of gifts for the best man, groomsman, usher and ring bearer, and can be personalized.

But did it have everything?

I decided, as a superb investigative journalist, to see how reliable The Man Registry's gift registry actually is.

"I used to play in a garage band with three close friends," I told Easter in my e-mail. "Let's say that, hypothetically, and God forbid, as we can all hardly dress ourselves in the morning, those three guys were going to be married soon. What items from The Man Registry would you recommend I buy for my friends?"

"First off, we'd be very interested in meeting the women who have agreed to marry these men!" Easter added, after reading the descriptions of my friends. I suppose I should also mention that I let those three friends (Rex, Jeff and Chase) each write their own mini-biography...

REX: An avid gamer, Rex would like to play Call of Duty with the Stanford Branch of Dunder Mifflin more than anyone else. And if he could have any job in the world, he would have Jim Halpert's job: as Pam Beesley's fiance. Rex loves Zooey Deschanel and Katy Perry (but only when she looks like Zooey Deschanel). And if zombies started a revolution, so that he could fight and destroy them, Rex would be the happiest man in Brazil.
CE: "Rex has surely thought long and hard (that's what she said) about how his video game playing time is going to decrease after marriage. Our guess is he won't be playing Call of Duty much with the wife. However, maybe she can become a gamer too. Surely he has an XBox 360, Playstation 3 or Wii. How about picking him up Rock Band or Guitar Hero? These are games that most women can tolerate and actually enjoy! They also make for great party games when the couple is entertaining.

JEFF: Jeff is a man with a fierce temper and great thirst for high proof gin. He enjoys hiking in the woods alone, armed with nothing but a walking staff. He also owns Pat Boone's entire musical catalogue.
CE: "Gin you say? Well, assuming he doesn't drink it straight, which is not recommended by The Man Registry, he must like martinis. The Nostalgic Electrics Vintage Martini Shaker can give the kitchen or bar a little flavor and excitement. If he needs somewhere to store all of his excess gin, maybe you could also throw in The Maxam 64oz Jumbo Flask.

CHASE: Chase was the front-runner for "The Most Interesting Man In The World," but missed the final interview because of a luncheon with Tupac. For several years, Chase lived in the woods using only his beard to survive. He had no walking staff, as walking staffs are for total wusses. Chase remains the only man in the history of time to ever win a bet with God.
CE: "If he ever goes in the woods for old-time's sake, give him something that he can put to use. The Maxam 2 Person Tent will give he and his bride shelter and a good night's rest for a weekend camping trip...not that they'll be doing much sleeping..."

And there you have it: what boys like, what guys want.

You (And I) Can Finally be in the Loop

You (And I) Can Finally be in the Loop
By: Jake Kilroy | March 6, 2009 2:02 AM

I don't think I've made it any real secret that I'm technologically inept when it comes to the problems of my computer. In fact, I sometimes have small problems with appliances, too. I burn my microwaveable pizza 80 percent of the time at work and stuck a knife in the toaster well after puberty.

So when someone pitches me something tech, I usually try to pass it off to other people. Let them figure out the order of what appears to be sporadic letters and numbers to me.

A tech press release could read something like:

"The T-1000, Skynet's latest model, is more efficient than the 800 series. Due to its mimetic poly-alloy, it has the ability to change shape, color and texture. Even when shot with a Winchester Model 1901 10ga level-action shotgun, the T-1000 will heal itself and still rid the world of those pesky John Connors."

And I would be totally clueless what the actual threat is.

So, with the help of PR rep, I wrote a tech blog. In it, I confessed my inexperience with technology and how a PR person had actually helped me, even though I did my best to fight her (and all PR).

And then Andrea Maclean, a new PR rep, sent me an e-mail me shortly after.

"You've opened the PR flak floodgates," Maclean wrote in her e-mail.

"Opening the floodgates for PR is like the Helm's Deep scene in Lord Of The Rings," I replied. "That's the last thing I wanna do."

But Maclean wrote back, "I LOVE Lord Of The Rings--seen it a bagillion times."

"Hmmm..." I thought to myself, as I continued to read. Maclean went on to pitch CrossLoop, a desktop sharing application of tech support, which most certainly sparked my interest. But, me being me, I couldn't allow someone in PR to win that easily. So I demanded Maclean answer me these questions three...

1. Get at least five words out of the word jumble CHARLES DARWIN.
AM: How about this: Radar, Drawn, Swindle, Swine, Drawer, Rachael, Laws, Scrawl, or this little diddy: Nerds swindle swine in war.

2. Not even going to give you the movie. Why does Rick make Ilsa get on the plane with Victor Laszlo?
AM: Casablanca--short version, because he loved her. Long version: because Victor needed Ilsa's support in his efforts against the Nazis. In Rick's famous "hill a beans" speech, he basically says fighting the Nazis is more important than his wanting to be with her. This was a big deal, since Rick had been neutral about the war. In the end, he finally chose a side--against the Reich.

3. What is your favorite, most underrated film?
AM: I don't follow ratings or critic reviews. I just like what I like. I'd say it's a tie, depending on my mood, between Sideways and The Princess Bride.

Her three answers were dead-on. As was her pitch for CrossLoop.

"Think of your own personal Geek Squad," Maclean said.

But I wasn't even sure what Geek Squad did.

"Essentially, CrossLoop is like an eBay for tech support, but you can also have a tech-savvy friend help you for free using CrossLoop," Maclean explained.

The reason something like this appeals to me is because I could use tech support at all times. At any given moment on the computer, I could probably use advice. I have several tech-savvy friends, but bringing them over to the house and buying them Chipotle for their time isn't always efficient. If they were able to help me from their computer, however, it could lighten the load.

And I could use tech support at home. Here at Entrepreneur, our tech support is Jamie. Jamie has successfully fixed every problem on my computer here at work. I have yet to stump him. But maybe your company doesn't have the employee count Entrepreneur does.

I mean, how many entrepreneurs are often alone at weary hours, shacked up in their home office, trying to get their company, their product or their service off the ground?

When starting a company, tech support isn't usually the first department filled. An entrepreneur will get someone to ship the product, someone to look into marketing schemes, someone to take care of the books, et cetera. So the idea of a company that advertises "cheaper and immediate tech support" may be something to look into, once your company is starting to expand and actually have a network.

If it suits you as an entrepreneur to invest in something like freelance tech support, the steps, according to a CrossLoop fact sheet, are as follows:

- Download the free CrossLoop application
- Enter a 12-digit access code
- Click "connect" to give your helper remote access to your computer
- It's completely permission-based

And if you want more, here's a little demo, complete with adorable faceless characters.

The application, available in 21 languages, is, according to the website, "combined with the Help Marketplace, a community of more than 13,000 technology experts in over 130 countries." The Help Marketplace includes hardware support, software and applications support and training.

And it seems that there's a viable market for this form of tech support. In September 2008 alone, CrossLoop was covered by TechCrunch, PC World and The Wall Street Journal.

So if you're looking for 24/7 tech support once your business grows beyond your friends and family helping, maybe look into something like CrossLoop.

Wahoo's Has A Birthday Party (And I Get Invited)

Wahoo's Has A Birthday Party (And I Get Invited)
By: Jake Kilroy | February 27, 2009 2:18 PM

I don't get invited to many special events.

No, no, it's true. I know you think us bloggers regularly win dance competitions and date socialites on and off, and sometimes spend weekends in the Hamptons. But for the most part, that's all just myth. Really cool, awesome myths.

So when Sarah Unke of Echo Media Group invited me to "Wahoo's Fish Taco 20-Year Milestone Event," my breathing pattern changed. I was going to be like a freshman attending prom with a senior. To calm my nerves, I decided to bring along James Park, research editor here at Entrepreneur.

Though I am only 23, I sometimes feel very much out of touch with hip events. Where are my dress shoes? Should I score myself a cummerbund? Do people under 30 still wear bow-ties? Finally, I just asked Sarah.

"Should we wear tuxedos?" I asked in my e-mail.

"The event is open to the public, so most will be in casual attire. However, you are welcome to wear a tuxedo. Might I suggest the ever-classic tuxedo t-shirt?" she replied.

But I decided against it. I've seen Step Brothers. Tuxedos don't always work out the way you want them to. Instead, I went for the college professor look: jeans, decent shoes, a button-up shirt and a sports coat. James showed up in shorts, so we looked like typical media: there for free food.

Not only was there free food for starving reporters, but there were a whole lot of Wahoo's fans in the parking lot Sunday morning. It actually looked like a small job fair, with several booths and globs of people scattered around the very first Wahoo's Fish Taco in Costa Mesa. What started as this one fish taco shop on a less-than-noisy street corner in 1988 is now more than 50 stores in California, Colorado, Texas and Hawaii.

Wahoo's Fish Taco, for those not in the four states where it holds locations, is a preferred choice among beach-goers. The menu is a mix of Mexican, Brazilian and Asian cuisine, and the atmosphere is Hawaiian North shore.

It actually took me years to learn that Wahoo's was a chain. As a kid, my father took me to the Wahoo's in Laguna Beach a couple times. And it had the vibe of being its own little world. I thought the cooks might have be the owners. That's how small and detailed everything felt. I thought it was just a cool, little hole-in-the-wall that my dad knew about.

And even at the 20th anniversary this past Sunday, when I spoke to co-founder Ed Lee, he had that same sparkle of Wahoo's being almost a pet project or hobby, not a thriving chain.



"When you first open a taco shop, you're just thinking, 'Flip some tacos, we'll go surf in the morning, take turns in the afternoon.' And then 20 years later, you're still doing it, and it's 54 stores," Ed says. "It's not something you see coming."

Ed co-founded Wahoo's with his two brothers, Wing Lam and Mingo Lee. Though they were young surfers when they started the business, the three brothers were already quite well-versed in restaurant politics. While growing up in San Paolo, Brazil, the three brothers would peel shrimp or wash dishes at their parents' Chinese restaurant every day after school. And when the family moved to Orange County, Calif., in 1975, the parents opened Shanghai Pine Garden Chinese restaurant on Balboa Island.

And Wing, Ed and Mingo have built a good reputation through a local appeal. From their parents' restaurant to Wahoo's, even to college. The thee brothers all graduated from Southern California universities--Wing at SDSU, Ed at USC and Mingo at UCI. They built a strong local network, with family and friends always ready to help out.

"We had a handful of friends that actually came in around 3 o'clock in the afternoon to watch the store, so we could go surf a little bit," remembers Ed. "Most of them weren't employees. They just came to help us out."

Soon, however, the brothers welcomed professional help in 1990. Steve Karfaridis, now partner & COO of Wahoo's, started off as the unit manager of the Laguna Beach location, following years as a consultant to many Orange County's restaurants.

It was just a few years after Steve was brought on board that Ed realized things were really taking off. "After we opened our third store, it sort of became a business," says Ed. "I started having to worry about inventory controls, scheduling people. I mean, we didn't have any of those things in place, so we started having to do that, get up in the morning and meet, actually, to try to organize ourselves."

For Wing, it caught him some years later. "I actually didn't realize it until we were operating about 12 or 13 stores," Wing said in an e-mail interview. "We were a part of a Merrill Lynch commercial and it was a launching pad for Wahoo's. It put our company in the national spotlight. It was then that I realized that the Wahoo's philosophy could 'travel well.'"

And the menu and protocol was set up with that in mind. "We wanted to keep Wahoo's very simple so that anyone of us could handle all duties and make expansion easier, just in case that day came," Mingo said in an e-mail interview.

Throughout the expansion, Wing, Ed, Mingo and Steve developed the business, but were still learning how to do all of it.

"Every couple years, you sort of double-up in size and you go, 'Oh, we need human resources. We need CEOs.' As you grow, you learn, and you fill those spots that you think you need help with," says Ed.

"When working at my parents' restaurant, we worked a number of jobs," says Wing. "Taking orders, busing tables and washing dishes. This was very helpful when opening the first Wahoo's because we had to do all of those jobs ourselves. There were also a few things I had to learn, such as taking inventory, learning how much food to order and how to keep toilet paper stocked."

And now, 20 years after its initial start, there's a big PR event with a line of customers and fans around the corner, complete with Red Bull and Archie's Ice Cream vehicles staked out in the parking lot. The mayor of Costa Mesa was there. Skateboarder Ryan Sheckler was there. Even my old friend Julie was there.



But it all started from three brothers that happened to be surfers that happened to be the sons of restaurant owners.

"We used to shower right out here," Ed tells me, pointing over his shoulder to the back lot.

There's a long pause, as it all sounds slightly familiar.

"You know, I'm pretty sure you're living my friends' dream," I tell Ed, recalling how many of my friends surf, rinse off and then have their fill of rice and beans following a good session.

"I'm still living my own dream," Ed says with a small laugh. "I have to pinch myself every day."

But even in an entrepreneur's dream job, there's still work. "In 1988, I would work from 9 a.m. to 11 p.m. at the restaurant, 7 days a week. My jobs included prep cook, cashier, cutting fish. We all did a little of everything," says Mingo. "Today, my schedule is 9 a.m. to 11 p.m. in my office or home office 5 days a week. My job functions are now about strategic development."

Ed and Wing had the same kind of responses. They worked a lot when they started Wahoo's, doing everything from preparing the food to closing the store, and they work hard today, 20 years later.

There's just some slight differences.

"I'll go down check out the waves, and if there's no waves, I'm in my office by 8 o'clock. But now I deal with contracts, attorneys, accountants. It's not what I thought it would be. It's 54 stores later is what it is. It's a business now, but it's fun," says Ed. "And we're still surfing."

"I wish I could still be behind the counter. I miss hanging out with our team members and guests," says Mingo.

"To this day, I still take pride in making tacos and then serving them to customers," says Wing. "It has been hard to let go, but with events like the 20 year milestone celebration, I get to interact with guests and enjoy the satisfaction of years of hard work."

And the hard work comes with lessons in entrepreneurship, myths vs. truths. "Myth: Owning your own business is fun. Only if you think working 15-hour days, 7 days a week, and personally guaranteeing all the company debt is fun," says Mingo. "Truth: Owning your own business is rewarding. Just like raising a kid. Once your baby grows up and is a contributing member of the community, you are all smiles."

Wahoo's certainly has been a contributing member of the community.

"The first group we gave back to was the Estancia High School water polo team. Estancia was my alma mater and I learned work ethic and hard-work from my coach. It was only natural to want to give back to the people and customers who helped us achieve success. Today, we work with a number of organizations, including but not limited to: Cystic Fibrosis, Multiple Sclerosis, Juvenile Diabetes Research Foundation and Surfrider."

Some of the non-profit organizations the three brother have served as board members or active supporters of are (and again, not limited to) Share Our Strength, Vocational Visions, Children's Hunger Fund, Humane Society, World Wildlife Fund and Doctors WIthout Borders.

And, after 20 years, the three brothers are still friends.

"You're married to these guys," says Ed. "It's hard, especially with family. You can say things that you wouldn't say to a friend. But I trust these guys because they're my brothers. I mean, I have to see them at Thanksgiving, Christmas, and you can't stab somebody in the back and then have dinner with them. So it goes both ways. It's hard work. As long as you understand that in your four walls, it's going to be this, and outside, it's going to be that, I think you can make that marriage work. If you can't separate those two, don't do it."

"Always remember, keep it separate, no matter what," suggests Wing. "It's inevitable to have differences, but always understand that business and family are two separate entities."

"Always remember to try and not cross the line," suggests Mingo. "Make sure you understand that the hierarchy at work may be different than in the family circle. Don't use family as an excuse to not act professionally."

And then it works.

"My greatest accomplishment in 20 years is that I can still surf with my brothers," Ed says with a smile. "Twenty years doing business, but even better, surfing with my brothers."


Wing, Ed, Mingo & Steve


This is a cake. But I don't really need to tell you that, I guess.

Jake Finally Learns What A Color Strategist Does (Part II)

Jake Finally Learns What A Color Strategist Does (Part II)
By: Jake Kilroy | February 23, 2009 1:36 PM

On Friday, I finally learned what a color strategist does and how she does it in Part One of this two-part series.

But I wasn't quite done with Kate Smith, founder of Sensational Color and active member of The Color Marketing Group.

The idea of being so in touch and observant with colors was still quite interesting to me. I was also still waiting for Kate Smith to tell me that she rides a rainbow to work. Yes, riding a rainbow to work does seem silly and ridiculous, but maybe it's the best hyperbole you've ever read...?

Because Kate Smith has in fact long been harnessing the power of colors.

I mean, Kate Smith has seen beyond colors her whole life. She has seen the responses and reflexes that people have to colors through every stage of growing up. As a kid, this enchantment with colors compelled her to lay out her crayons in an arrangement long before using them. As a teenager, this led her to a fine arts degree in college. And, as an adult, her fascination pushed her to taking up a career in color.

"I saw how a product color or its packaging color could dramatically affect its success in the marketplace. When I learned that was more than just an instinctive idea and that it could be confirmed through pragmatic, tested information, it was like putting the final piece into a puzzle," remembers Smith. "From that point on, I knew that my primary focus was meant to be on color and in 2001, I started my own company to consult primarily with corporations on color trend forecasting and developing color strategies for their product lines."

But before that, Smith had "worked for many years in product management and marketing before pursuing color solely as a career." Smith adds, "This experience, along with my background in fine arts, gave me a good foundation of trend forecasting and color management to build upon, as I continued my exploration of color."

What you want your product to convey to a consumer may be different than what it actually is conveying. And it could very well be the product's color.

And although consumers may not be as easy to come by these days for those selling the brands, those hired on to analyze and cultivate the brand aren't doing so bad.

"Color plays such a critical role in the success of a product or brand, and so many companies are in need of a strategy based on solid color knowledge that there is room for more people to enter this field. However, I think one of the areas with the greatest potential for growth at this time is in the Residential Color Consulting business and my company is actively training individuals in this field as an entry point to a career in what I believe to be the exciting world of color," says Smith, who will be launching an interactive online platform for color education that will include information and insight from Smith, as well as her colleagues, in March.

And not only does the color industry seem to thrive in any economy, Smith finds her work exciting and gratifying, a lucky combination for any entrepreneur. "My biggest reward comes when I am able to share my expertise in a way that has helped someone feel more confident in their own ability to use and enjoy color," says Smith. "It is at that 'ah-ha' moment when a homeowner figures out how to find the perfect color or a student discovers that color wheel really can be a practical and valuable tool that I feel I have successfully shared my gift with others in the way I believe was my purpose in finding my way into this field."

Though Smith has a number of corporate clients, who also keep her on retainer as a consultant and sometimes a public speaker, she has a good deal of interest in helping entrepreneurs.

"My services can also extend into working with [entrepreneurs] on their overall company identity and image. Since the business branding is often tied to the owner's image and personality, I also take that into account when making recommendations for their colors. I also distill down trends and share with them how they can use that information very specifically to improve their business."

So, as an entrepreneur, hiring on a color strategist like Smith may improve your company's appearance, like a new girlfriend who takes you shopping and betters your wardrobe.

And Smith had sold me on her ability to improve images. I decided to take Smith up on her talent. I suppose I also simultaneously decided to add "life consultant" to Smith's lengthy resume.

I needed Kate Smith to help me impress a bunch of strangers.

Allow me to explain.

I shall be attending my girlfriend's high school reunion in a couple weeks, but I don't know what shirt to wear. I don't want to ask my girlfriend, because there's a slim chance she would want us to match. And I think that's silly. Also, I'd like to appear as a charming, independent manly man to all of her old friends.

With some Microsoft Paint magic, I did up and sent some pictures to Smith, asking what each of the four primary colors would represent to my girlfriend's former schoolmates.

I need to know which colors would impress and which ones would depress. Also, I remain fascinated with what Kate Smith does and how she does it.

And now...pictures of Jake, with commentary by Kate!


YELLOW - You are letting the world know you are energetic and have high spirits. You will catch attention with bright yellow and it is the perfect color if you want to share your creative spirit and original thinking because you'll attract curious listeners all evening, just like bees to honey.


RED - Are you wanting to let your girlfriend's former classmates know that you are popular and powerful? Then red is the way to go. It will also let them know that you like to have fun and at the ready to take charge of just about any situations, even the reunion party, if it isn't as lively as you'd like it to be.


GREEN - You'll come across as a very social person, yet as someone that places value on status and may even have a tendency to talk about people or judge them by their appearance. Not a color that will put people at ease with you right away. Choosing a yellow-green might be better, as it says you are a high energy, adventurous person that is too busy for gossip.


BLUE - Blue will have you looking cool and confident. It is a color that is naturally appealing and on you, with those blue eyes, it will be that much more attractive. Be careful, though, as blue lovers are susceptible to flattery, so don't let the admiration of those former cheerleaders and beauty queens go to your head.

Blue it is!
Thank you, Kate Smith, for teaching me what a color strategist does, how the job gets done and helping me be the smash hit of a high school reunion that I may or may not have wanted to attend in the first place.

Jake Finally Learns What A Color Strategist Does (Part I)

Jake Finally Learns What A Color Strategist Does (Part I)
By: Jake Kilroy | February 20, 2009 11:54 AM

Admit it: you don't know what exactly a color strategist does or how they do it.

There's even a part of you that thinks a color strategist just throws darts at brightly colored balloons and chooses the popped ones as market trends.

I mean, surely, you can wager a guess, you can speculate, you could probably give a vague description of what they may or may not do.

But I know.

Or at least I do now. I finally just asked a color strategist what their job was and how they did it. Actually, I was fact-checking an article, and I spoke with Kate Smith, color strategist, trend forecaster, consultant and delightfully warm personality. And for some clients, she remains a corporate spokesperson as well.

After making sure that we had her name, title, company and location correct for the magazine, I mindlessly added, "You know, I really don't know what you actually do."

And I certainly didn't mean any disrespect. There's an entire laundry list of consulting jobs I don't understand. However, Smith laughed it off, as apparently I'm not the first. I suggested I contact her later on to finally figure out what she does, whether for this blog or my growing interest. She was on-board from the start and quite accepting of who I was as a blunt journalist.

So I sent her some questions to:
1) help you
2) help me
3) fill my inbox with her name and further fuel speculation that I am indeed friends with the ghost of the other Kate Smith, the old-timey radio singer, often backed by Jack Miller's Orchestra in the 1930s and '40s

Onward.

Kate Smith is a chairholder as well as an active member of the Color Marketing Group, the premier international association for creating color forecast information for professionals who design and market color. She is also the founder of Sensational Color, where she maintains a blog.

And it turns out that she does exactly what you think she does: she predicts what colors will be popular.

But it's not as if her office is stacked with coloring books and colorful balls of yarn. There is not only serious work that goes into recognizing color trends, but there's also a impressive talent to recognizing the world in colors.

I can only assume that Smith sees colors like Neo saw numbers at the end of the first Matrix.

"Every trend is the result of a convergence of many influences, but what drives a trend forward can usually be traced to one or two key factors. For example, often what catches our attention is a geographical location, something in the world of entertainment or pop culture, or even a major international event," says Smith. "It's not difficult to make that connection between color and the environmental movement, but sometimes understanding how what we think about translates into style and color trends is a bit trickier."

Accurately assuming that I was confused, Smith gave me a simplified example.

"From President Clinton to Martha Stewart and Arthur Andersen to the medical community, our faith in those we trusted was shaken as investigations, charges, arrests and convictions shook the nation and similar events were happening around the world," says Smith. "This prompted a global demand for transparency as we would no longer blindly trust those in charge. With so much talk about and desire for transparency, it wasn't long before delicate sheers, soft pale colors and pure white found their way onto the runway and into our homes."

And the color industry doesn't just thrive in times of moral crisis. It stays in tact through recessions, depressions and concussions. Maybe even the 10 Plagues of Egypt. In her blog, Smith suggests that the color industry will always stay buzzworthy.

"Regardless of whether we're feeling optimistic or pessimistic, happy or sad, upbeat or downright gloomy, we seek out colors that enhance or help alleviate our current mood," says Smith. "It is for this reason that over the holidays, while consumers were concerned about the economy, it was reported that the only two things that were selling were bargain prices and color."

"This is also why when doing a color forecast it is important to have an understanding of issues affecting us all on a global level. Color is the last thing I consider when putting together a forecast report. One of the first things I look at is what's making headline news," adds Smith.

But Smith didn't just wake up one day and notice that the sun was yellow and the grass was green. This subtle color obsession is an epic saga.

Well, OK, maybe not an epic saga, but she's certainly been indulging herself in colors since a rather young age.

"Unlike most kids, when I got a brand new box of 64 crayons, I wouldn't simple make pictures, but would arrange the crayons into color families or color combinations. In fact, it was often quite a while before I would actually use them to make a mark."

And then college...

"The joy I found in color led me to pursue a fine arts degree. Yet even in college, I found as much pleasure in the process of understanding color as in creating with it."

And then work...

"Upon graduating, I combined my knowledge of color and design with my growing business savvy in a career in product development and marketing that spanned many years with several major corporations, including American Greeting, Fruit of the Loom, Reebok and America Online."

And this brings us to this moment, where Kate Smith will tell us what colors will be popular for 2009. Maybe you should write this down. Or at least give a head's up to your web designer and whoever is in charge of product development. Because Smith is about to tell you what your customers want to see this year.

KATE SMITH'S GRANDEST COLOR
PREDICTIONS FOR THE YEAR 2009...

PURPLE - A color that has been hot in fashion for women, gained popularity this year among men and will remain strong in 2009. From a bold blue-based purple to a flirty red-infused purple to a hue so toned down it might be considered gray purple will show us its many moods.

YELLOW - We will be drawn to yellow, the color of sunshine and happiness because it will give us the positive lift our spirits need. Plus, it is a color that can open our mind to innovation or new thinking. As the complementary color to purple, these two trend colors will work beautifull together across industries.

BLUE - Blue will also be seen in a range of hues, from a tint so clear and light that it's almost white to one with green-gray undertones that is as deep and mystifying as the ocean or as clear and fresh as the sky. Bordering on purple to deep midnight or black, many shades of blue in 2009 will combine traditional elegance with sexy sophistication.

GRAY - In times of uncertainty, there is a renewed respect for solid foundations, ancient structures and colors that conform rather than confront. Neutral grays, color-infused grays, greige (gray beige) and an entire range of complex neutrals to the forefront as we seek stability in turbulent times.

METALLICS - During economically challenging times, we also have a renewed respect for the durability and permanence of metals. Metallic and faux metallic finishes often with a hint of color will adore everything from couture gowns to plastic plates.

WHITE - A color as ubiquitous as white isn't usually included in my trend forecast. However, in 2009, it is going to be an important color for several reasons. White, associated with cleanliness, purity and neutrality, is a color that encourages us to clear obstacles and clutter, which is exactly what may be on the minds of many as we move into the new year. With technology making just about anything possible, white now has a depth. Luminosity and an ethereal quality were not possible on most surfaces in the past. White surfaces will undulate and vibrate. Pearlescent white will replace single color surfaces and highly reflective surfaces will contrast with matte finishes.

And there you have it, the colors of 2009, perfectly predicted by a color strategist.

But if you're looking for colors beyond the primary rainbow, fear not! I came up with my own. And I asked Smith to weigh in on the colors I made up for 2009: Toasted Marshmallow, Pizzazzberry Pink, Tan & Fuschia Fusion and Wishy-Washy Blue.

JAKE KILROY'S GRANDEST COLOR CONCOCTIONS
(WITH BONUS COMMENTARY BY KATE SMITH)...

TOASTED MARSHMALLOW - I like Toasted Marshmallow. You have a very definite idea of what the color is and who doesn't love the idea of warm gooey marshmallows and the sight and smell of a crackling fire? Yum!

PIZZAZZBERRY PINK - Pizzazzberry Pink is good, too. You may not know exactly what the pink looks like just from the name, but who wouldn't want a bit of pizzazz (berry) in their life?

TAN AND FUSCHIA FUSION - Hmmm...would that be 1/2 a glass of Raspberry Kool-Aid and 1/2 a glass Harp Ale? Not a fabulous name for a color...or recipe for a drink, for that matter.

WISHY-WASHY BLUE - Maybe a good name for a dishcloth or a shirt for the indecisive, but probably wouldn't be a very enticing color name for most products.

But my curiosity most certainly didn't end there. Since my pitch for a children's book called Jake Finally Learns What A Color Strategist Does didn't exactly pan out, Part II will be next week here on The Daily Dose.

Love! Romance! Desire! Ecstasy! ....Business!

Love! Romance! Desire! Ecstasy! ....Business!
By: Jake Kilroy | February 13, 2009 2:10 PM

Romance is everywhere.

Especially this weekend. Obviously.

And there are businesses out there that are in the business of romance. However, beyond See's Candies and 1-800 Flowers, I'm not sure what or where they are. There's an outstanding plethora of entrepreneurs out there dealing with love, romance, desire and ecstasy: the very essence of "wanting" someone.

Let's call them "wantrepreneurs." And I'm regularly stoked on "wantrepreneurs," those who pioneer a product or build a business on the grounds of people wanting each other to be happy.

I mean, my father raised me on classic films, so I've learned to appreciate the old school folklore of good romance. I was watching The Quiet Man, where John Wayne fights his wife's brother for her honor, while my friends were watching Jurassic Park, where Sam Neill fights dinosaurs for his survival. I saw Casablanca when I was 12. So I was developing a sentimental side at a young age. Clearly.

Wanting to learn more about "wantrepreneurs," I spoke with Victoria Napolitano, CEO of the luxury publication Hopelessly Romantic. I inquired about her favorite "wantrepreneurs."

Napolitano's Top Three "Wantreprenurs" (in no order):
1. "Eva Danielle romantic feminine clothing is customized for each of her customers. She is a phenomenal designer and we have just teamed up to create a line of Hopelessly Romantic Couture. Eva has a passion for her business that is unique and contagious."

2. "I also love PhiloSophies, a romance-based greeting card company. Joanna Alberti is the designer of some very creative and sometimes irreverent cards. I just love her sense of humor and how she makes romance fun. She uses glitter and other special touches to accent her wonderful cards."

3. "Passion Island is another unique romance business that is just exceptional. Tana Marie, founder of Passion Island, is also one of our contributors. She offers products, seminars, and lots of information about romance and relationships. She is a joy to talk to, and she offers fantastic products and services."

I flipped through the online version of Hopelessly Romantic, and it seemed clear that the romance industry was flourishing. I wasn't surprised though. Isn't romance always flourishing in some fractured facet, if not entirely whole?

And what's to stop an entrepreneur from swimming through the red, pink and white waters of the love market? You just need to understand that if there's any industry where personal touch and general care or interest helps, it's in the romance industry.

"Entrepreneurs need to know that while they are up against hundreds of online dating services, nothing can replace personalized service," says Steven Ward, co-founder of the Philadelphia-based matchmaking service Master Matchmakers. "Clients will appreciate any added value that you can offer them, and that begins with taking a genuine interest in their needs."

In fact, Ward co-founded Master Matchmakers with his mother. "Realizing her intuitive matchmaking skills after marrying off several family members and friends in the 1980s, my mother [JoAnn] honed her skill set while working as a professional recruiter and executive at several dating services before founding Master Matchmakers 10 years ago," Ward says.

Even there, a woman took her skills of understanding people and romance in her spare time and turned it into a profitable career and business with her son. Understanding love, helping friends and utilizing the skills of family helped the entrepreneur start a business still running a decade later.

Another entrepreneur love story gone right: Sue Sweet founded a company with her husband Patrick. The company, Bed Hog, offers bed sheets with a line down the middle, to playfully help keep partners on their own side. Married couples going into business together can bring a sensibility about romance that one person or a platonic business partner may not catch.

"When starting the business, we encountered a lot of problems that we ahd to think creatively to solve, especially since we were on a tight budget," remembers Sweet. "It was great to be in full-on creative brainstorming mode with my husband, which is a side of him I may not ordinarily see."

But there are also downs: "When working with your spouse, business can invade all times of the day," Sweet says. "When you are lying in bed at night, and one person can't sleep, he or she will ask, 'Did you follow up with so-and-so?' So there is no respect for business hours."

However, many times, the ups outweigh the downs: "It's great to feel like you are building something together, and something that you are both invested in," says Sweet. "If only one of you is interested in the business, and it requires significant investment of time and resources and does not immediately go well, it can be hard for the other spouse to remain fully supportive. But when both of you are involved in the business and committed to its success, it is easier to support each other through the frustrating times."

You need to know a good balance of not enough and too far when in business with someone you love. Actually, you should know the same balance when working for others that are in love. And even if you're an expert on love, dating and relationships, how do you get others to notice you?

Retailing involves objects, while retelling involves objects of affection. It's a harder sell.

Now, I know how to tell a girl, "I'm here for you" or "No, I have no idea where that sandwich could have gone, but the important thing is that I love you." However, how do you market yourself as an expert on the massive heart attack asteroid that is almighty love? How can an entrepreneur become a marketable expert?

Well, if you're as successful as DC-based life coach and relationship expert Amy Schoen, MBA, CPCC, then you're doing everything short of juggling chainsaws and doing motorcross through hoops of fire, it seems.

"I've studied [love] for ten years, read books, attended seminars, worked with a coach myself. Then I went to coaching school and took the relationship systems course as well, "says Schoen

Schoen now provides local workshops, holds monthly free teleclasses, runs a dating resource site, puts out a monthly ezine on her website, sends articles to submission sites for online distribution, runs a blog, is a member of women business owner's group, women's business networking and Chamber of Commerce, learning to use social networking sites like LinkedIn and Facebook and appears on television, on the radio and in print.

Working for love is hard, like John Cusack in every one of his '80s films (we'll always root for you, Lane Meyer). But, apparently, working for the love industry may be even more trying on your body and mind.

And with the recession, you never know how anything's going to go. Everything seems so crazy right now. Everyone talks about the recession like it means we're going to have to burn down malls for warmth and sell off certain states to foreign countries (I'm looking at you, Delaware...).

But if there's anything that everyone seems to need during a recession (besides money and motivation), it's love. Or something with similar bows and buttons. Even someone just rubbing your shoulders and telling you that the market's going to pick up is something you didn't have that morning. Why not have faith in something beautiful and free?

"Things have slowed with the economy, but we keep moving forward. Romance fans like to escape by reading the articles, short stories and poems," says Napolitano.

"Matchmaking is one of those few 'air and water' categories--the act and art of matchmaking has been happening for 1,000 of years--we are simply leveraging today's best technologies. Dating, relationships, companionship--the need to connect--this will never go away," says Duane and Cindy Dahl, married founders of PerfectMatch.com, a dating service that saw a 47 percent increase of new members over the last quarter.

Now, if you're an entrepreneur, the recession might be drastically hurting you and you can't pull off the great Valentine's Day weekend getaway that you did some years ago. So, if you're not in the romance business, but still want to enjoy the business of romance, you'll have to look into cheap ways to make good on the great.

Don't worry. I've already done it for you.

Enter Dr. Paulette Kouffman Sherman, licensed psychologist, dating coach, creator of My Dating School and author of 100 Ways to Treat Your Mate like Royalty: Under $10. Because there's no way you really thought you were just going to hand over a Hallmark card with a note that read, "Sorry, honey, business was bad...well, see you next year!"

I asked Dr. Sherman to give me her favorite 10 under $10 from her 100.

From Dr. Sherman:
1. Make something: Write your mate a song or poem or create a sketch of him or her. Make a mixed tape that you can dance to or create a photo album of the wonderful times you've had together.
2. Have a romantic night at home: Make him or her dinner, light candles, rent a romantic movie, slow dance, exchange massages and share a bubble bath.
3. Spend time in nature: Bundle up and walk the beach, make a snowman together, go camping and look at the stars (if the weather is right) or ride the ferry together just to be out on the water for a change. Sometimes, a change of scene can be very memorable.
4. Give the gift of future gifts: Create an IOU for a certain number of foot rubs, dinner, house cleaning, romantic serenades, etc. This gives your mate something to look forward to and she knows that your love and care will extend into the future.
5. Create something that nurtures your relationship together: Write our your dreams for your relationship together and put it in a wine bottle it and throw it out to sea or bur it. You can also create a shared vision collage so you have a picture of what you want to create together in the future.
6. Do something sentimental: Visit the place you first met. Tell he or she about all the ways your love has grown since then!
7. Personalize: Things mean more if you show that you have thought about them. Don't just give a nice gift. Make it something that shows that you know your mate. For example, if you're shopping for a woman and she loves pink, let that be the theme of what you buy for $10. You can create an assorted basket from the dollar store with her favorite small items by giving her a package of her favorite candy, a poem from her favorite poet and put in some other small tokens and other creations from your heart.
8. Be aware of special deals: Here's an example: We just ate at a great restaurant at half price during restaurant week.
9. Go somewhere new: It is fun to go somewhere new on a date.
10. Think out of the box: Some ideas are: go to a free poetry reading and read one of your poems, sing karaoke, go to a great restaurant with a piano bar to split a dessert and dance, get a $5 palm reading and visit a pet store to hug the puppies.

Schoen offers some similar tips:
1. A heartfelt note handwritten on a card--just don't give a Hallmark card and not write your own sentiment.
2. Flowers--a single rose or some simple bouquet.
3. Either a low-key dinner out--at a quiet restaurant with a romantic private table, like at a Thai restaurant or some reasonable price. We have an Italian restaurant that is well-priced. That can be romantic!
4. A gift can be meaningful but not costly. A beautiful sterling silver necklace (it doesn't have to be diamonds) with her favorite color stone.
5. Chocolate, if he or she likes it and not on a diet!
6. You can cook a romantic dinner at home if you don't want to spend money at a restaurant.

And if you're on the other end, where money isn't the problem, but time is...don't worry, I've got you covered again. And so does Manisha Kothari, founder of WishWrap. On WishWrap's website, you can wish someone joy, love, passion, success, laughter or a combination of several, as there are 27 sentiments to help you pick out the perfect present, says Kothari.

I asked Kothari for a step-by-step guide to helping my last minute friends.

"If someone's shopping for a last-minute gift, they can use Wishwrap as a one-stop shop for a gift that will look like it took months to plan," says Kothari. "Just go to the Valentine's Day page from the top navigation bar, under 'Holidays and Celebrations.' The first several gifts represent our Exclusive Gift packages. All the thinking has been done for you - the wishes have been selected, the card has been written. Just find one you like, add to your cart and you're done! It's a quick way to go when you don't have much time and there's something at every price point, so you don't have to spend a lot of time or money to still send a meaningful gift."

But there is a depth to the romance industry that goes beyond matchmaking and dating services: honest, sincere, genuine, overwhelming love. Real love is serious business. It has all of the wonderful butterflies that dive-bomb your stomach on first dates and the wonderful comfort of you've-seen-me-in-worse-morning-conditions. And if you want it to work, you need a professional.

So I again contacted the Dahls of PerfectMatch.com. Why? Because they have Duet, a personality assessment based on more than 35 years of academic research.

In my email, I wrote: I'm in love with a girl, and I was hoping I could use Duet to help me out. The girl was a competitive figure skater as a child. She worked at a McDonald's for three summers. Is a vegetarian. Irish descent. Likes vintage clothing stores. Doesn't own a car. Is allergic to horses. Dabbled in acting. Had starring roles in The Notebook, Wedding Crashers and Mean Girls. How can Duet help me here?

The Dahls replied: Note--we have provided access to many celebrities and media types - let us know if you want an access link--and we can do a full profile for the both of you. Duet analyzes the characteristics that most affect long term compatibility. By both taking the test, we can find out which characteristics you share in common and which are different. Then you talk about which of those are a strength of your relationship and which might cause some conflict--each would know yourself better and be able to look out for bumps in your romantic path. If that isn't possible, then at least find out your own characteristics and take and educated guess about how Rachel (how did they know!) would compare.

- Are you a risk taker or risk averse?
JAKE KILROY: I'm risky...like business. Kind of like that one movie...can't think of the name right now...
HYPOTHETICAL VERSION OF RACHEL MCADAMS: You mean, Risky Business?
JK: No, Glengary Glen Ross.
HVORM: Oh, well, I worked with Rob Schneider on a movie without kicking him in the groin, so I guess I'm a risk averse. But I do love Jake and that's pretty risky.
JK: Yea, "Danger" is my middle name.
HVORM: No, it's not. It's Patrick.
JK: Oh Rachel, you so get me.

- Are you intense and always busy or laid back?
JK: I'm intense like camping.
HVORM: Oh, Jake, you're so funny.
JK: Thank you, Rachel McAdams.
HVORM: Jake, for the last time, just call me Rachel.
JK: Will do, Rachel....McAdams. I love you.
HVORM: Did you say my last name again?
JK: No...I said, Ryan Adams...I love you...

- Are you an optimist or more cautious about life?
JK: I'm cautious about the lives of others.
HVORM: Like that bird you nursed back to health like a hero?
JK: Yes, exactly, darling.

- Do you prefer a life with predictability or like new experiences and a lot of variety in your life?
JK: Craziness, all the time!
HVORM: Jake, that still doesn't justify setting my couch on fire for fun and excitement.
JK: But...
HVORM: But...I admit, it was pretty fun and exciting.
JK: Woohoo!

- Is one or both of you a leader most of the time, or do one or both of you like to follow someone else's lead?
JK: Well, I'm a big fan of jump hi-fives.
HVORM: And I really like hugs.
JK: I suppose we find a good balance between leading and following.

- Are you temperaments passionate or calm?
JK: Passionate about Rachel!
HVORM: I love you.
JK: And I you...
HVORM: Awww....isn't he so poetic?

- Do you go into yourself when troubled or do you seek counsel and comfort? Do people tire you out or energize you?
JK: I like to say, "Rachel is my rock."
HVORM: And I like to say, "Jake, I, Rachel McAdams, will love you until I'm as mindlessly delirious as you are."

In the end, the Dahls added: These are important points to consider and work on in a relationship. To know them about yourself and the woman you love will go a long way towards creating love and maintaining it.

Too true. This love business is funny business. And sometimes, wildly profitable.

Happy Valentine's Day!

Video Conference vs. Neo-Confidence

Video Conference vs. Neo-Confidence
By: Jake Kilroy | February 6, 2009 8:33 AM

Ashley Biever contacted me last week. Biever is media relations for Vidtel, a video communications service provider.

And she's sneaky.

The subject of her e-mail was "Trying to buy a baby to put to work on blog.entrepreneur.com," referencing a previous entry of mine here on The Daily Dose. In her message, she added, "I know it's not a watch phone, but still cool for entrepreneurs," a reference to another recent entry.

My, how she played to my ego. I told her, "I'm always open to pitches, especially any that come with a sense of humor." But alas, I went on to explain that I'd pass along her pitch, but I didn't think I could write anything I don't have an interest in. I couldn't think of an angle for the blog, I said.

Referring to yet another previous entry, Biever wrote back, "Besides, what was your angle going to be on that 'hat' story...maybe I should tattoo a phone on my neck and show up with some beer and nachos, hmmmm?"

Then I realized that I had been exchanging e-mails with a PR person. I felt dirty and used. My diary would hear of this for weeks!

I kid, I kid. Since working here, PR has been hit or miss with me. I either want to be their worst enemy or their best friend. If they're too pushy, I want to pull them down. If they're easy-going and charming, I want to rely on them forever, like a sturdy wall holding my home together, constantly going back to embrace the painting hanging there in the dining room.

I get more than 20 pitches a day and I delete most of them without reading more than the first sentence. So, for Bevier to even get me to respond to her two or three times was something oddball.

Yet, I remain entirely guiltless whenever I drag a PR person through the ringer.

So I replied, saying that I'd consider writing a blog on Vidtel if she could answer the following three questions:

My Questions:
1) What is the best song to start off a road trip? I mean, as soon as you hit the highway, what song should be playing?
2) Why does everyone love American Idol?
3) What country does the following flag belong to?


Biever's responses:
1) Anything by Eric Hutchinson...or, "Life Is A Highway."
2) Because we put money down on how many toothless people would try out.
3) Mozambique.

Biever scored 1 out of 3 correct, and I thought that was good enough (the answer to #1 is "Baba O'Riley" by The Who, and the answer to #2 is "It remains a total mystery why everyone loves American Idol."

Also, I don't write enough about anything tech because I don't think I know enough about anything tech. I went to Best Buy two or three days ago and actually said something along the lines of "I need something to connect this to that," pointing to my father's video camera and a random computer display. When the Best Buy employee asked about the computer I would be using to transfer video, I stared at him as he used letters and numbers in an order and format that seemed like a foreign language to me. He could've been speaking French or Chinese and I would've understood the same amount, nodding stupidly as he spoke. Every once in a while, I mumbled, "Oh yeah...that thing...I would need that..."

However, nonetheless, there remains a practical opportunity to use Vidtel in the workplace. And I know enough about working in an office and using phones to be able to finish this blog accordingly.

Onward.

Earlier this week, WBS Connect, a Colorado-based global technology services company announced its partnership with Vidtel.

The promise of the partnership is to provide an easier form of video-conferencing among small and medium businesses.

According to a press release, Vidtel says, "In addition to video calling, customers can also use their robust VOIP phone to make and receive regular voice calls to anyone in the world with a telephone number (i.e., mobile, international, local and long distance calls)."

"Small and medium-sized business have been lost in the shuffle between traditional phone service, high-end video conferencing services and low-quality PC-based video chat options, said Scott Charter, managing partner of WBS Connect, which has a network through North America, Europe and Asia.

But you have to wonder how many small and medium businesses have big enough arms to reach to farther continents and customers. Even domestically, can you substitute a business trip that includes a face-to-face meeting for something similar to avatar-to-avatar? And what exactly is "the shuffle" anyway?

Have smaller businesses been overlooked because of video-conferencing? I doubt it.

However, what Vidtel and WBS Connect are looking to provide may be a good way to consider business. Or at least in moderation. Video-conferencing seems to be the last bit of battling between too much involvement and not enough in the business world.

In some cases, yes, something as simple and casual as periodic video-conferencing can mean a more reassuring relationship between company and client/customer. It has the potential to provide the charm and warmth more often. No matter how many emoticons you shove in every sentence, a conference call can top that, as long as you actually are a charming and warm person.

But there may be a reason that smaller businesses aren't video-conferencing. For most, it's kind of unnecessary. Once a business grows, however, there comes a question of face time.

A small company can rely on its size for trustworthiness. A large company has to rethink things.

However, once a company starts growing more into a brand than a person, maybe video conferencing can be the saving grace. I mean, you're not going to call each customer and wish them a good morning. No, of course not. But you can let them know that there's a captain at the helm of the ship and not a machine.

But even then, you can't overuse it. Overusing video-conferencing is obnoxious. However, using it just the right amount can be pretty cool. Just practice on your family or coworkers first. Find your voice, find your facial expressions and find a comforting distance.

And most importantly, video-conferencing should be more of an addition, not a substitute. It should rarely replace meet-and-greets, face-to-faces, hand-to-hand high-fives.

Figuring Out Facebook (fakebookcovers.com update #2)

Figuring Out Facebook (fakebookcovers.com update #2)
By: Jake Kilroy | February 3, 2009 3:52 PM

Everyone has down time at a desk job. And you can't always build a fort out of your cubicle, as it's a little obvious to your co-workers (believe me, I've tried). So, you end up finding alternate ways to entertain yourself.

Some spend their down time aimlessly Googling their own name. Others play online Scrabble. A few run their own small website or blog.

I, however, do all three.

The last one of the three is the only one that generates revenue though. You see, last October, I discovered Photoshop on my computer. Needless to say, I didn't do very much work for two weeks. All I did was make fake book covers.

Turning the hobby into an addiction and turning that addiction into a legitimate operation, I became the proud owner of www.fakebookcovers.com, where I now also write fake excerpts and sleeves.

In November, I decided that Fake Book Covers could make a delightful training project for a lackluster business star such as myself. I would use Fake Book Covers as a way of dissecting the pros and cons of different online advertising venues. And I wrote an entry proposing my plan to online readers accordingly.

Weeks later, I signed up for Twitter for my first update. I scored the name "FakeBookCovers" and learned what Twitter was about. I evaluated how it works for small businesses, new companies, CEOs, etc. You can still follow me on there. This inane project is ongoing. I wrote an entry about it.

Most recently, however, I attempted to figure out advertising with Facebook.

But before I cracked the official Facebook Advertising, I thought I'd give it a go at advertising on Facebook, meaning something small that involved a handful of my friends. Just to see if social networking can be social advertising: something casual with formal results.

So, during the last week of November, I posted a note on Facebook asking all of my friends to change their status updates to something in reference to www.fakebookcovers.com on December 1. I would remind friends about the coming campaign.

And so, on December 1, 38 of my friends on Facebook changed their status to things like Valerie can't stop reading www.fakebookcovers.com or Cameron says you should go to www.fakebookcovers.com.

The average view count for the month of November was 50, and the highest view count I ever had before was 115.

But on December 1, my view count for the day was 399.

Though December 1 still remains my highest day, I saw some good fallout. The next day was 227. The day after that was 129. Finishing out the week, the numbers were smaller, but usually still larger than my previous average (day counts like 49, 53, 86). A week later, I had a random day of 216 and another one at 196. The numbers were good. But more importantly, they were better than what I had.

My friends promoted my product and some of their friends stayed on as frequent visitors. All you really need is one good visit to turn a friend's friend into a regular.

And that's what social advertising can offer: a reassurance. Advertising is blank space. Quite often, advertisements run as parodies of themselves; cold and white vs. flashy and obnoxious. Big money ads are just a blank stare of empty eyes with a mouth moving and the words coming out in wrong time. Sometimes, billboards can read like 1984 propaganda.

But what will actually convince you to go see a new movie: a big poster and tagline or your friend suggesting you go see it?

Social advertising is word-of-mouth with your fingers. Instead of fliers and promotions, which may cost some money, ask your friends to play their keyboard like a piano. Let them get the word out. It hardly takes any effort. It honestly takes less than a minute. And if your friends aren't willing to help your business out with just a minute of their time at a computer, then...well, delete 'em.

I mean, social networking sites don't have to be some faux-website, a cooler and hipper version of whatever you really have. Social networking sites are the new grassroots. If you mobilize your friends as well as your "friends," you could see some new people on your website. It's like pyramid advertising and you want your campaign to look like Giza.

As the good trail following December 1 started to slow, I decided it was time to take on Facebook Advertising.

Halfway through December, I bought $10 worth of a day's ad time on Facebook to run along the right-hand side.

Or let's say I bought a day's worth on purpose, as I bought 29 accidentally.

That's right. I somehow missed the end date option of my advertising. I wanted to purchase $10 of ads for the day, just to see if my numbers would skyrocket, and I ended up spending $300.

I didn't realize this gigantic error until I read my credit card statement in January. Every three days, there was a roughly $30 bill from Facebook Advertising for the month. I don't check my personal e-mail that often, so I missed some messages from Facebook.

Yes, I accidentally spent $300 on a website that has only generated $19 worth of revenue to date.

However, I contacted Facebook Advertising, letting them know that I'm new to online advertising and that I was only trying to buy a day's worth for an article and that sometimes I do things without thinking (like putting a fork in a toaster as a college junior).

Pam of Online Sales Operations at Facebook Advertising e-mailed me, asking questions such as, "When you created a daily budget for your ad, why did you think you were selecting total campaign budget?" Her e-mail also asked what other steps Facebook could take to improve the system. I replied accordingly.

Days later, Pam wrote me again, "After reviewing your situation, I have gone ahead and refunded your account for all but the first charge of $30.50 due to your confusion with our product."

This is what I expected from a company founded by a guy who's only a year older than I, and I was very happy. I imagine that a company run by a 24-year-old understands that mistakes are made, screw-ups occur and accidents happen. And because of Pam's generosity and professionalism, I plan to advertise with Facebook again in the future. Just with less money. And a better understanding of what I'm doing.

Since deleting the ad, I've noticed some significant drop-off in previous weeks. On the day I bought my first Facebook ad, my view count for the day was 106. From mid-December to mid-January, when the ad ran, I rarely ever saw under 40 for the day, even on weekends, when I don't update Fake Book Covers.

Now, without Facebook Advertising or advertising on Facebook, my average has been 24 views per day. I'm in a rut, like Constanza pre-Summer of George.

But at least now I know the capabilities of Facebook, whether advertising through your "friends" or through the actual site. You, as an entrepreneur, are always looking to get people back to your website. Facebook proved to be useful, though Fake Book Covers may not have had the big increase you were looking for when considering your business website.

RECAPS:

* If you're not on Facebook, get on there. You have friends and the ability to advertise. Also, you can play Word Challenge, Geo Challenge and Who Has The Biggest Brain? So, it's win-win. If you think Facebook is a phase and that old-school business dudes and dudettes don't do it, get with the program. And the program is Facebook.
* Really, consider your friends. I assure you that your friends have friends. Don't tell them to change their status or post a note. Ask them politely to help you advertise. Grassroots means utilizing your circle of friends before a new network. Make it seem like a team effort. Helping you is helping them. If they are good friends, they'll want you to succeed. And taking a minute to change their status from "John had a good breakfast" to something regarding your company and website won't seem as hokey as you may initially worry it will be.
* Know your audience. Know who you're looking to advertise to. Facebook Advertising allows you to be specific on who's pages your advertisement will run. I screwed up by letting my ad be directed at anyone over 18. My advertisement brought up names like Kanye West, Kim Kardashian and Britney Spears. Maybe not the ideal pitch for certain demographics. Be specific when advertising on Facebook. Facebook lets you know how many people you will be advertising to every time you change your demographics' age, sex, relationship status, interests, workplaces, locations, etc.
* Ask questions. If you have trouble understanding the whole ad setup, contact Facebook Advertising. If I've learned anything from my initial $300 fiasco, it's that I should always ask for help when I'm not 100 percent. Seriously, Pam was gracious and helpful, and you can avoid problems by just asking what any option means.