Articles and links of value when starting or operating a business in New Zealand

2. Starting and Operating Your
Business
Useful Information:
 Business Questionnaire
 Business Structures, Registering Trade Marks and
Company Names
 How Your Business Structure Affects Tax
 Registering a Company
 Trade Marks
 Keeping Good Records
 ATEED and TEN
 Franchises
 Ten Reasons Why You Need Content Marketing
 The Revolution in Telecommunications - VOIP
 Eight Tips for adding Value to your Telecommunications
 How to get a Mortgage if Self-Employed
 Are You Signed Up for More Business
Inside this issue:
Other topics in the Linku2 Booklet Series
Babies and Toddlers
Business Services
Education and Training, Clubs and Community
Getting Married
Health and Beauty, Sport and Recreation
Motor and Marine, Industrial and Rural
Property: Real Estate, Building and Development
Senior Living
Shopping and Dining, Living and Leisure
Visiting the Hibiscus Coast and Rodney
Adverts can be taken in these booklets independently or are
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Plans start from just $25.00 pm. For further details contact
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(Rates subject to change - for up to date information visit the website)
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Save Silverdale helping us support our local Community

3. BUSINESS QUESTIONNAIRE
Before you even start a business you
need to be absolutely sure that is what
you should be doing and be prepared for
some tough times ahead. Yes, it’s never
just plain sailing so, even if you are
already running your business, going
through a few simple start up questions
can often give you an insight into some
things you should consider before
starting or putting in place early.
Questionnaire - Are you suited or
prepared for the challenge of starting a
business?
Answer 'yes' or 'no' to the following
questions. Answer honestly, there is no point
in deceiving yourself about your business
prospects.
Commitment and passion
Do you have a real passion for what you
want to do? (It will be difficult to maintain your
interest or sell products or services to others
unless you are enthusiastic about what you
do.) Yes / No
Is the business in an industry you enjoy and
can perform well in? (You may like the
thought of owning a restaurant, tourism
business or retail shop, but do you know
what's involved in running these businesses?)
Yes I No
Do you have the drive and persistence to
overcome obstacles and keep going?
(Persistence is a key to success.) Yes/No
Are they aware of the time and effort you will
have to commit to the business to get it
going? Yes / No
Are you prepared for the impact buying a
business is likely to have on your personal
and family life? (You might have to work long
hours at first.) Yes / No
Do you have the support and und
understanding of your family and partner?
Yes / No
Business idea
Have you talked to experienced business
people (not just friends and family) about
your business idea? Yes I No
Do they think it is a good idea? Yes / No
Has your idea worked before (for example, in
other countries or regions)? Yes / No
Is your idea sustainable? Yes / No
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4. Do you think your idea is better than any
potential competition? Yes / No
Can you protect your idea, trademark or
brand from copying? Yes / No
Have you checked if you need resource
consent? Yes / No
Experience and skills
Do you have experience in the activity or
industry you wish to enter? Yes / No
Do you have any small business
experience or skills (for example, financial,
marketing, sales or management skills)?
Yes / No
Are you willing to gain business skills before
you start your business? Yes / No
Business planning and research
Have you completed a business plan? Yes /
No
Have you done any formal market research
to test the feasibility of your business plan?
Yes / No
Have you test marketed your product or
service to find out if there is demand for it?
Yes / No
Do you know who the competition is? Yes /
No
Is the business able to compete effectively
against the competition? Yes / No
What opportunities exist for growth? Yes /
No
Do you currently have an income from your
idea or existing customer(s)? (For example,
from a hobby you believe can be scaled up
to a business?) Yes I No
Do you have a marketing plan to put into
operation? Yes / No
Do you have a back-up plan if anything
goes wrong? Yes / No
Funding the business
Have you prepared a budget for the start-up
costs of the business? Yes / No
Have you discussed with your accountant
and business advisers the start-up costs of
the business? Yes / No
Can you raise enough money or back-up
funding to support you until the business
starts producing a profit? Yes / No
Can you access extra funds for unforeseen
circumstances and crises? (Things always
cost more than you anticipate.) Yes / No
Are you sure that you will not be taking on
more debt than the business will be able to
repay? Yes / No
Scoring
For every 'yes' answer, give yourself one
point and add up your total. Ideally you want
to be able to answer 'yes' to each question.
In practice, this is unlikely to happen
because, for example, you might have strong
skills in making your product, but lack
business experience. However, you can
improve your score by improving your skills.

5. How to improve your score
Keep working and building your skills to
achieve a higher score. For example:
Business idea Find out about protecting
your idea through trademarks and copyright
and find out if you need resource consent.
Experience If you lack experience in the
industry you wish to enter, think about
working for someone else in that industry.
For example, if you love cooking you may
want to open a restaurant so try working in
a restaurant (if necessary volunteer your
services) for a few months. Or ask if you
can observe the business for a few days.
You may discover that the reality differs
from what you imagined. You will certainly
get to know the challenges of the
restaurant business.
Note: You may be sold a business on the
basis that 'you don't need any experience
in the industry' but this is seldom
completely true. Every industry requires
some specialised knowledge. If you are
already running your business continue to
up skill, learn and know what’s coming up in
your market.
Business skills If you lack certain
business skills then register for training.
There are lots of courses available through
your local college or through New Zealand
Trade and Enterprise. Read, information is
so readily available nowadays it usually
doesn’t take much to find tips, hints and
articles on all aspects of your particular
business.
Business plan If you haven’t completed
your business plan yet then do so! There
are a number of publications that can help
you and lots of books and resources you
can get hold of or refer to a business
specialist for advice. As you grow and
develop review your business plan
regularly. Make it a key part of your strategy
to assist in your growth. If you need you can
find a business plan template at
www.business.govt.nz
Research Market research is a critical and
technical step. The more thoroughly you
research the feasibility of your business
idea the better.
Do not rely on your friends and family telling
you it's a 'great idea' because they may be
trying to encourage you.
If possible test market your idea, product or
service to establish demand. It is important
to ensure your business idea will work.
Think about engaging a professional
company to conduct the market research
or get help to complete a formal market
research process yourself. If running
already this is always good as an on-going
exercise, find that unique aspect of your
business and tell everyone about it!
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6. Research who your competition will be and
the current market value of similar
businesses. To research the market and
industry use industry organisations, the
library, the internet, and Statistics New
Zealand. Statistics New Zealand provides
information on industries, visitor numbers,
household incomes, growth industries.
Funding the business. If you lack capital
to start a business, consider working for
another year to accumulate more savings
so you are not as dependent on lenders (or
have to pay high interest costs). The extra
finance may tip the balance between failure
and success. (Many business ventures fail
because they are undercapitalised and rely
heavily on debt.)
Discuss with your accountant and business
advisers the start-up costs of the business,
as they are best placed to tell you if your
plans are realistic. Also discuss with your
advisers if you will be taking on more debt
than the business will be able to repay.
If you are already in business and start to
find yourself in difficulties don’t leave it until
it is too late to seek help.
BUSINESS STRUCTURES,
REGISTERING TRADE MARKS
AND COMPANY NAMES
There are various ways of operating a
business to suit the needs of people
establishing or changing the way they do
business. They include sole trader,
partnership, limited liability companies,
co-operatives and trusts. Business
names and trade marks may be
registered.
BUSINESS STRUCTURES
Small businesses generally employ one of
the following business structures in New
Zealand:
Sole trader
A sole trader operates the business on his
or her own. He or she:
 controls, manages and owns the
business
 is personally entitled to all profits
 is personally liable for all business taxes
and debts.
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7. Usually a sole trader can begin the
business without following any formal or
legal processes to establish it. He or she
may employ other people. Large numbers
of businesses operate as sole traders. No
registration is required to start a business
as a sole trader.
Partnership
In a partnership, two or more people run a
business together. Each partner:
 shares responsibility for running the
business
 shares in any profit or loss equally,
unless the partnership agreement
states otherwise
 is liable for any debt within the
partnership.
Many partnerships are established with a
formal partnership agreement. The
partnership itself does not pay income tax.
Instead it distributes the partnership
income to the partners. The partners then
pay tax on their own share. No registration
is required to start a business as a
partnership.
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8. Limited Liability Company
A company exists as a formal and legal
entity in its own right. It is separate from
its shareholders (or owners). To register
(incorporate) a company under the
Companies Act, you need to:
• reserve the name and incorporate
the company online at
www.companies.govt.nz.
The business is then established. A
person, or a group of people, own shares
in the registered company. The
company:
 owns the assets and liabilities of the
business
 Is responsible for any debts.
The shareholders' liability for losses is
limited to their share of ownership of the
company, except when company
directors have given personal guarantees
for company debts or where a company
has been trading insolently or is
considered to be trading recklessly.
Co-operative
A co-operative business involves people
(or entities) working together to achieve
business goals that are not possible on
ones own. Examples of co-operative
businesses can be found where someone
has an idea for a business that needs
several or many people to be involved and
where they all have a common goal. For
example, where small or boutique
businesses performing the same or similar
activities, like marketing wine, decide to
work together to gain economies of
scale while still maintaining agreed
standards or even independent brands.
Co-operative businesses in New Zealand
contribute over 20% of NZ's Gross
Domestic Product. There are also Co-
operative Societies that can be used for
much the same activities but operate under
different legislation.
A co-operative is an enterprise that is
owned and democratically controlled by its
shareholder/members.
The shareholders/members contribute the
prime capital for the business.
Co-operative participants share in the
profits of the business in proportion to their
participation - the greater the participation,
the larger the proportion of profits.
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9. HOW YOUR BUSINESS
STRUCTURE AFFECTS TAX
OBLIGATIONS
Regardless of the type of business you may
be considering establishing, obtain the
guidance of qualified professionals.
With regard to income tax the rules are
different for companies and sole traders. Find
out more on the Inland Revenue website at
www.ird.govt.nz or the Business site at
www.business.govt.nz. Here is some basic
advice.
Registering your business for
tax
Balance dates
You register with Inland Revenue by
applying for an IRD number. When you do,
you’ll automatically be given the standard
balance date of March 31, which means
that – like most businesses – your
accounting (or financial) year begins on
April 1 and ends on March 31.
However, you can apply to Inland Revenue
to use a different balance date.
Successful applications contain concrete
reasons for changing balance dates. For
example, Inland Revenue won’t grant a
change of balance date if you just want your
financial year to start on the same day you
open for business or you just want to take
advantage of a tax concession. The vast
majority of SMEs in New Zealand have
March balance dates.
IRD number
To register with Inland Revenue, your
business needs an IRD number so it can be
recognised. You may already have an IRD
number.
 If you’re a sole trader, you use your own
individual IRD number because you’re not
considered to be a separate legal entity to
your business. Register online with Inland
Revenue for an individual IRD number.
 While sole traders in a partnership have
their own individual IRD numbers, the
partnership itself also needs its own IRD
number.
 Companies also need to be registered
with the Companies Office, New
Zealand’s public registry of companies.
When you do this, you can also apply for
an IRD number for your company at the
same time.
 If you run a company, you use the
company’s IRD number to pay business
income tax at the company rate and your
own individual IRD number to pay income
tax on the profits you receive from the
company. This is because companies are
considered separate legal entities to their
shareholders.

10.  A separate IRD number is also needed if
you run your business through a trust.
Registering as an employer
You must register as an employer with Inland
Revenue when you start employing people.
When you do, you’ll also be automatically
registered as an employer with ACC (Accident
Compensation Corporation).
Before you register, determine whether the
people working in your business should be
classed as employees or self-employed
contractors because they’re taxed differently.
Find out more with Focus on employees and
Focus on contractors.
After you register you’ll need to start making
PAYE deductions (as well as possible other
deductions for KiwiSaver, student loans, etc.),
pay employer levies and premiums to ACC,
and pay other taxes such as fringe benefit tax
if they’re applicable.
Registering for GST
GST is a value-added tax (currently set at
15%) that is added to the price of most goods
and services bought and sold in New Zealand.
If your business is GST-registered, it collects
GST for the Government on the goods and
services it sells and claims GST back on all
the goods and services it buys from other GST
-registered suppliers.
You don’t have to register for GST until your
business has reached, or you expect it to
reach, a turnover of $60,000 a year. A good
way of measuring this is to look at your
average monthly turnover – if it is (or is
expected to be) $5,000 or more, you should
register.
However, if you charge GST you must register
regardless of your turnover, for example taxi
drivers.
Some new small businesses register for GST
regardless of whether they expect to turnover
$5,000 a month. This is because they can
claim GST back on the goods and services
they buy – including their start-up costs
(which could place them in a refund situation
until their business is established).
TIP: An added advantage of registering for
GST is that preparing your GST returns
allows you to review the performance of
your business.
After you register
Once you’ve registered with Inland
Revenue, your tax compliance
responsibilities can’t be put on the
backburner until the end of your accounting
year.
Throughout the year you should budget for
payments before they fall due and keep your
tax records up-to-date. If you don’t, you
could risk the financial stability of your
fledgling business and risk inviting penalties
from Inland Revenue.
Budgeting for tax payments
The second year in business can often be
the hardest financially if you haven’t
budgeted for tax payments.
This is because in your second year you’re
required to not only pay tax on your
business profits from the previous 12
months, but also to start paying provisional
tax on your current year profits.
Provisional tax payments are business
income tax instalments you pay to Inland
Revenue several times during the year.

11. If your income for the year hasn’t been taxed
enough – or at all – and your Residual Income
Tax (RIT – tax on your income minus PAYE
and any tax credits) is more than $2,500, then
you’ll have to start paying provisional tax in
the next tax year.
The frequency of your provisional tax
payments depends on how you choose to
calculate them.
If, at the end of the financial year, you haven’t
paid enough provisional tax for your business,
you must pay the remaining amount. You can
be liable for penalties and interest if you don’t
pay enough provisional tax.
If you’ve paid too much, Inland Revenue will
issue you a refund or you can ask to have the
overpayment transferred to the next tax year.
Find out more about provisional tax
with Inland Revenue.
To avoid having to pay your first year’s tax
and start paying provisional tax at the same
time, you can make voluntary business
income tax payments in your first year of
operation.
If you’re a sole trader or partner, you may
be eligible for a 6.7% tax discount in your
first year of business.
Sole Trader
A sole trader is a person trading on their
own. They control, manage and own the
business.
How does being a sole trader work?
A sole trader usually has no formal or legal
processes to set up the business. The
owner/manager is personally entitled to all
profits, but is also personally liable for all
business taxes and debts.
What are "drawings"?
If you are a sole trader you're probably not
paying yourself a wage, but simply taking
money from the business when you need it
for personal use. These takings are called
drawings. They are:
 a part of your profit and taxed
accordingly
 not a deductible business expense when
calculating your profit.
Record your drawings in your cashbook so
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12. that you can reconcile your cashbook with
your bank statements, ensuring that there is
enough money in the business to cover any
bills owing.
What are the tax rates for sole traders?
A sole trader is taxed at the individual tax
rates.
Independent earner tax credit (IETC)
From 1 April 2009 eligible tax payers earning
between $24,000 and $48,000 will be entitled
to the IETC which will lower the amount of
tax to pay.
REGISTERING A COMPANY
The Companies Office has information on
registering a Company. This can be done
online and becomes effective immediately the
Certificate of Incorporation is issued.
You need to firstly reserve the company name
you would like to use. Once you have reserved
the name you have 20 days to apply for the
company to be incorporated (this can be
extended if required). Once you have
completed all the formal procedures including
the Director and Shareholder forms and
returned to the Companies Office. Once these
have all been accepted the company will be
incorporated and the Companies Office will
send you your Certificate of Incorporation.
For further details or to incorporate a company
visit the Companies Office website at
www.business.govt.nz/companies
TRADE MARKS
The Intellectual Property Office of New
Zealand (IPONZ) has information on creating
trade marks, which cost from $112.50 per
registration and, because of international
agreements, take six months to be finally
registered.
Due to the complexity of trade marks it is
worthwhile reading IPONZ's beginner's guide
information. They can be obtained online or by
calling the IPONZ toll free number 0508 447
669.
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13. KEEPING GOOD RECORDS
You need to ensure you keep accurate
records, budget for upcoming tax payments
and account for your business expenses and
deductions. If your business is expanding you
may need to register to additional tax types
such as GST, or it may be in your interest to
change the structure of your business.
Your business records should include banking
information, proof of income and expenses,
cash books and wage books.
No matter what sort of business you’re
running, you need to be able to see what
you’ve paid and what you’re owed so you can
budget. Your bank manager, accountant or
investors may also need to see your business
records at some time to keep track of your
progress and help plan your business’s future.
Several government departments also require
you to keep records by law, especially for
statistics and tax reasons.
Company Records to Keep
You should keep the following records of your
income:
Tax invoices: If you are registered for GST
and invoicing a customer/client or another GST
-registered person
Other invoices: eg, for supplies of $50 or less,
which do not require a full tax invoice even if
you are registered for GST
Credit card sales: keeping all copies of the
vouchers and voucher schedules
Debit notes: which you must send to your
customers (clearly marked as a "debit note")
if the price of your goods/services increases
after you issue your original invoice.
Credit notes: which you must send to your
customers (clearly marked as a "credit note")
if the price of your goods/services decreases
after you issue your original invoice
Cash register tape: for businesses that make
many cash sales and therefore are not
required to issue tax invoices. All cash sales
should be recorded on the tape. You must
keep these records for seven years from the
year that they were created.
Electronic records: If you are storing
records on a computer, you must continue to
keep all relevant paper records. Also take
care to keep adequate back-up copies of your
important electronic records (additional disk
copies or print-outs). Electronic records must
also be kept for seven years.
Nine key benefits of good records
Easier tax compliance -
1. Reduce your tax bill - You can claim
business expenses against your income,
reducing your tax liability. Good records allow
you to support your expense claims if you are
audited. (If your records cannot confirm an
expense, we may not allow you to claim it.)
2. Complete returns more easily - Keeping
your bookkeeping up to date makes it easier
to file your GST and tax returns and meet
your employer obligations (if you are an
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14. employer).
3. Avoid penalties - Accurate records enable
you to complete your tax calculations faster
and more accurately, avoiding any possible
penalties for underpaid taxes or incorrect
returns.
4. Reduce time and stress - If you’re in
business you can expect to be audited by us
at some stage. The audit is likely to be much
faster and less stressful if your records are
well kept. You don’t want to be distracted from
your core business activities by having to
search for or explain missing records and
documents.
Better business management
5. Better control of your business - Good
records show you whether your business is
making enough money to meet its expenses
and make a profit. They reveal what you’re
spending money on and where this money is
coming from. This will help you in budgeting
and decision making.
6. Better business decisions - If you wait till the
end of the year to find out if your business is
making (or losing) money, it may be too late.
Regularly updated records allow you to identify
any problems and make timely corrections.
7. Manage your cash flow - You can track the
flow of money in and out of your business. You
know what’s coming in, and what
commitments you must meet. You can plan for
periods of low cash flows (such as seasonal
downturns) and identify the right times to buy
business assets.
8. Lower your accounting costs - If your books
are in order, your accountant will spend less
time preparing your accounts—time that you
are paying for. You’ll be able to use the
accountant’s services for more specialised tax
and financial advice instead.
Increased funding opportunities
9. Increase finance or funding chances - Good
record keeping makes it easier for others to
know whether to invest in your business or
project. It’s much easier to put a good case
together when applying for loans or grants if
you’ve got accurate records to support your
intentions. Keeping accurate records provides
lenders with evidence that your business is
being run professionally, which makes it a
better prospect for investment. This is also
true if you’re thinking of selling the business.
Potential buyers can check your performance
by looking at your records. They also know
that it will much easier for them to take over a
well-organised business.
Two tips on record keeping
 It is important the records should be easily
readable and organised enough to allow
you or anyone to work through them
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15. quickly.
 If storing records on a computer, be sure to
keep back-up copies in case your system
breaks down. Keep the back-ups
elsewhere.
ATEED
(Auckland Tourism, Events and Economic
Development)
ATEED, Level 1, Building 1, 61 Constellation
Drive, Rosedale, Ph: 09 354 0059
Email: north@aucklandnz.com
Web: www.businessaucklandnz.com
ATEED facilitates tourism, major events,
business and industry sector development and
activities to attract investment. The
organisation is the guardian of the Auckland
regional brand, responsible for marketing
Auckland as a destination. The organisation
carries out communications, marketing and
strategy to support its activities. ATEED’s
major functional units are Destination,
Business and Sector Development,
supported by our teams responsible for
Planning and Performance as well as
Marketing and Communications.
TEN
What is The Effective Network (TEN)?
TEN run regular network meetings with the
objectives to -
 Assist with growth of local business,
encouraging networking
 To learn something new, meet new
people and have fun
 Showcase successful Rodney/Hibiscus
businesses. Events for 2013 -
 27 February - Silverdale
 22 May - Matakana

16.  26 June (Breakfast) - Hibiscus Coast
 21 August - West Auckland
 23 October (Breakfast) - Orewa
 20 November - Puhoi
Events are 5:30pm to 7:30pm except breakfast
meetings. For more information on each event
visit our website
FRANCHISES
Some Basic Information
Even if you are just new in business it is
always important to keep your future in mind.
Whilst your day to day concerns are currently
getting the business off the ground and
making a living as you do your regular reviews
of your business you should be keeping in
mind where you want it to go in the future. If
there is a possibility you could consider
franchising if you are very successful or have
a unique idea then make sure these plans are
reflected in your business plan.
In the past decade or so, franchising has
become one of the fastest-growing ways of
doing business in New Zealand. Surveys
suggest that even during the recent economic
slow-down franchising achieved an annual
growth rate of between 23-28%.
But what is franchising? Is it a short-term
fad or a long-term change in the way that
we do business? Is it a license to print
money for someone with a good idea? Is
buying a franchise a safe way to go into
business for yourself? Is franchising just
pyramid selling under a different name? Is
the franchisor the only person who makes
money?
These are just some of the many questions
you could ask. Below are a few brief
answers to some of these questions.
What is Franchising?
The basic principle behind franchising is
that the initial creator (the franchisor)
develops a business format and an
operating system which has some
advantages over other existing businesses
in the market. The franchisor then replicates
or clones his or her business in other
geographic areas by granting the right to
another (the franchisee) to operate the
same business system under the same
name. This right is usually granted for a
fixed term.
The franchisor gains his or her income from
initial and ongoing fees paid by the
franchisee. In return, he or she must provide
a variety of services to encourage the
continuing profitability and growth of the

17. franchisee's business. The franchisee receives
their income from marketing a desirable
product or service under a desirable brand
name.
This basic approach - which is called business
format franchising has proved to be the most
dynamic form of marketing and distribution in
the world over the past fifty years.
How does it work?
Basically franchising is when a person - the
franchisee - has purchased the rights to
operate a business under the umbrella of an
already established name. That person is then
trained in all aspects of running the particular
business and if they pass the training, they are
then given the chance to go ahead.
This is where money comes in. The first thing
that they will spend their money on is the
franchise fee - buying the rights to use the
name above the door of their own premises
and to use the franchise businesses operating
system inside.
The second thing that they will spend money
on is setting up their premises. The franchisor
will usually organise this, but all the bills will be
paid by the franchisee. The third thing they will
spend money on will be an ongoing fee -
otherwise called a royalty - which is paid to the
franchisor regularly. This money pays for the
continuing right to use the name, and includes
an element of profit for the franchisor. There
will also often be an advertising fee - in most
franchises, a set percentage of turnover -
which is combined with the contributions of all
the other franchisees to pay for the
advertising which constantly appears say in
the local papers or on your TV screens.
So the person who buys the franchise ends
up in business for themselves, but with the
advantages of an already established brand
and a system of support and back-up which
should give them every chance of
succeeding.
Significant Advantages
Franchising has also been recognised as
offering significant advantages in three of the
major areas identified by management gurus
and future-watchers over the past twenty
years.
The first is reduced management structures.
A franchise organisation is, by its very nature,
almost as flat as it is possible to be. The
'branches' are self-contained business units
to the extent that the franchisee reports to no-
one save himself - not even the managing
director of the franchisor company. There
may be a field support person who is
responsible for contact with the franchisee,
but that person does not control them.
The second area in which franchising is well-
placed is in being suited to what are now
becoming known as 'knowledge-based
businesses'. Franchising is a way of
capitalising upon both intellectual property -
brands, trademarks and proprietary products
or services - and upon other assets such as
business systems, methods and practices.
The ability to franchise such intellectual
property offers enormous attractions to New
Zealand companies, for whom geographical
isolation need no longer be a barrier to
successful exporting. The next KFC or Burger
King could be created, grown and remain
based in New Zealand just as easily as it
could from the US (give or take some
enthusiastic travelling).

18. The third area in which franchising is ahead of
the trend is in the development of what the
researchers are now calling 'Spider's Web' or
'Lattice' Organisations - dynamic
networks of geographically-dispersed teams
held together by common goals and operating
systems.
Franchising is probably the most dynamic and
efficient
form of doing business that has yet been
invented. What is certain is that it has not yet
achieved its full potential either in New
Zealand or world-wide. The result is that
franchising still has a great deal to offer both
the individual and the corporation.
For further details on franchising in New
Zealand visit www.franchise.co.nz
TEN REASONS WHY YOU NEED
CONTENT MARKETING
Content marketing is one of the best online
and offline marketing strategies you could
get. You may not see results immediately
from your contents, however, you’ll gain more
in the long run. Here are the 10 reasons why.
Credibility - When you share your opinion
regards to anything you could ever imagine,
you are seen as an expert by your potential
targeted audience in the topics you wrote. Try
to stick around a niche industry topic so that it
can increase your credibility in the market.
It’s Free! The good thing about content
marketing is that it is free. All you need to do
is to contribute useful contents and keep on
writing to let as many people know about
what you are going to say. That’s it.
Just write your opinions and publish them
immediately, be prepared for a mixture of
feedback on your articles. Be open-minded,
not to be too defensive, accept the feedback
and thanks your readers for reading them.
Search Engine Friendly - If you want your
article to be indexed on the first page of
Google on a certain keyword that is relevant
to your business, make sure to have that
keyword on the title of your article.
Depends on the popularity of your keyword, it
might not be indexed on the first few pages of
Google but don’t ever give up. Think of
another creative and “search engine friendly
title” and contents for your next article
instead. Once it is on the first few pages of
Google, you have somehow gained organic
traffic to your articles and website. The more
articles you write, the more unique website
traffic you will gain as a result. And this will go
on and on and on… forever.
Brand Reputation - Brand reputation grows
in the minds of your targeted customers. If
the articles you written, are non-biased,
objective, and able to solve much of the
issues your potential clients are facing;

19. through giving them the information that they
are looking for. You have somehow create that
brand standing in your readers’ minds. Should
they need to solve any particular issue in the
future, they will first think of you instantly.
Makes You Unique from Competition -
Competition is unavoidable. You either win or
be killed in the sea of competition. Hence, you
have to stand out from the crowd no matter
what. Okay? Content marketing is never a
waste of time, the more you write, the more
your perceived value as an expert among your
competitors, will rise.
Makes Selling Easier - Just like any
marketing strategies, the purpose of marketing
is to enhance the selling environment and
thus, making selling easier. Content marketing
enhances your brand value; hence, it’ll make
people want to buy your brand more;
therefore, your products and services will sell
by themselves.
Earned You Media - Content marketing open
up your network to professionals in the writing
and media industry. Sometimes, if you write
good articles that are newsworthy enough to
be heard to the masses, editors and
publishers might pick up your articles and
published them on their online or offline
medias. Bloggers may also quote your articles
and ping back to you, giving you the additional
traffic from their blogs.
Media earned is so much better and credible
than paid media, so cherish the opportunity
when it comes.
More People Will Recognize You - The
point that I want to put across here will be
that you need to archive your articles. The
more articles you write around your niche
area, more people will come to recognize
you. Even people that are outside of your
niche industry will also come to know about
you. So what you are going to do, is to start
writing something and publish your articles in
your Linkedin groups, online communities or
any other social networking groups around
your niche area; be willing to help people
sincerely with what you know so that you’ll
gain more in the years ahead.
Ability to Lead or Change Your Market -
Content marketing is so strong that you are
able to influence your market with your
writing. When you are perceived as an expert
in your industry through countless writings
and such; the words that you are trying to
bring across will carry more weight than your
average competitor. Hence, this gives you the
ability to lead or change your market in your
own way or another.
Increase Your Professional Industry Value
- Content marketing not just increase your
company brand value, it’s also increases your
individual industry value as someone that is
able to stand out from most professionals in
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20. your industry. Be prepared to be ‘headhunted’
by major competing brands in your industry
and it might be the best reason for you to ask
for a pay rise.
Work on your content. It’s always easy to start
something, however to win in content
marketing, you will need to persevere by
consistently sharing your opinions through
your writings and reaching out to more
readers around the world who are somewhere
out there appreciating all the little things of
what you have written.
THE REVOLUTION IN
TELECOMMUNICATIONS - VOIP
VoIP (Voice Over Internet) simply means
putting your phone calls over the Internet
instead of over your landlines. VoIP will
probably reduce standard current phone bills
by 30-40% and there are far more features
and flexibility with your phone system than you
can have with a Landline.
However the key to VoIP is doing it properly.
When your provider makes sure you have the
equipment, set up the right way, it works
perfectly well.
Myths about VoIP that are Holding NZ
Businesses Back
Why is the rest of the world embracing
VoIP enmasse and we are not?
 Myth 1: New Zealand’s Broadband is
not fast enough. Nonsense. All you need
is around 100 kbps upload per line, which
most business have.
 Myth 2: Call quality is bad.
Nonsense. Any business that has had this
experience has not been advised well, and
has not had the right equipment set up the
right way.
 Myth 3: If there is a power outage, or an
Internet outage, we’ll have no phones.
Nonsense. So long as you are with a
quality VoIP provider, with their system in
the Cloud, (not a piece of equipment on
your site), during any outage, calls can be
routed to any and as many Mobiles as you
choose.
EIGHT TIPS FOR ADDING VALUE
TO YOUR
TELECOMMUNICATIONS
Tip 1 = Avoid Contracts
Calling rates, especially Mobile, are always
falling, and if you sign a contract you will miss
out on future price decreases.
Tip 2 = Ask for an Unlocked Modem
The big guys like Telecom are now giving
their customers locked modems, which
means if you want to change providers, you’ll
have to buy another modem because the one
you have is locked. In other words, it won’t
work on other networks.
Tip 3 = Buy Quad-Band Mobile Phones
Quad-Band mobile phones work on all NZ
networks which means you can freely change
providers without having to buy a new phone.
Telecom sells mainly quad-band mobiles so
you are fine there. Be careful buying off
Vodafone because they sell a lot of Tri-Band
phones which has the same effect as locked
modems.

21. Tip 4 = Tethering your Tablets and Ipads
Ipads and Tablets come in two versions, 3G
and Wireless Only. The 3G versions cost
more, but you do not need them because
you can connect those to your Mobile phone
and use the data plan on there.
Tip 5 = Pay as you use on Mobile
Paying as you use saves you money ever y
month because you avoid paying for minutes
you don’t use, and you avoid paying penalty
rates on the months you’ve used up your
minutes. The trouble is, hardly any providers
offer this at low calling rates.
Tip 6 = Ask for lower rates
Tell your provider you are thinking of leaving
and you’ll be amazed at what “rabbit they will
pull out of the hat” to keep you. That’s great
for you, but should you have to threaten to
leave before they bother to update your
rates?
Tip 7 = Make sure your calls are not being
rounded up
Per second charging is/should be standard
now but many business owners are still
having their calls rounded up.
Tip 8 = Watch out for Capped Calls
If 90% of your calls are less than the cap,
which is 90% of businesses, then you are
probably better off on a lower flat rate.
HOW TO GET A MORTGAGE IF
SELF-EMPLOYED
Being Self Employed is great. You are pretty
much in control of your own destiny and
generally the ‘Boss’ (you) is in control and
doesn’t need too much encouragement to
get the job done. Going fishing during the
week also has it’s appeal!
On a serious note, although the Self
Employed make up a huge percentage of
the workplace, we are (I’m Self Employed)
undoubtedly discriminated against when it
comes to getting a mortgage. Just try asking
the Bank for a mortgage when you’ve been
trading for less than two years or have a
‘creative’ Accountant who just does their job.
Until 2008 most Banks did ‘Lo Doc’
mortgages. That’s all changed and although
a couple still promote these on their
websites I’ve yet to see one go through
without ‘ah yes, now we need six months
bank statements, last four GST returns and
your wife’s wedding ring’ as additional
security. In other words they are not
interested.
WORD OF MOUTH IS YOUR BEST FORM OF ADVERTISING …
JOIN US FOR LOCAL NETWORKING WITH
LINKU2 AND WHAT IF…
Date: Second Tuesday every second month from March 2013
Venue: JACs, The Plaza, Whangaparaoa
Time: 6.00 pm to 8.00 pm
Topic: Short talks on a variety of topics to help you grow in
business
Bring: Business cards, flyers and a great attitude!
Spaces fill fast so don't miss out!
Email sarah@linku2hibiscuscoast.co.nz for details of
the next event

22. So if no Bank will offer you a mortgage what
else is on offer?
Up until recently there was no option apart
from short term lending from one of the few
finance companies left. Only problem was it
meant at least a 40% deposit and a rate of
double the Bank. Not good.
There is currently one mortgage provider who
offers a genuine ‘Lo Doc’ mortgage. ’Lo Doc’
simply means you state your income and
within reason, it’s accepted without payslips,
financials and the like. Even with financials I
come across many Self Employed people
who cannot get the mortgage they want.
It’s all about risk and so the maximum loan is
based on 75% of the value of the property. If it
all ‘turns to custard’ the Lender knows it will
get it’s money back. For lower LVR’s the rate
drops too, so if you take the current Bank
floating rate of 5.75% and you need a
mortgage without proving income, the ‘Lo
Doc’ rates start at 7.05%. Not bad when you
consider that within a few years you should
be able to verify all your income and so beat
the Bank up to take you on.
So only one Lender today. This is changing.
I’ve been asked to help design mortgage
products for a new Lender coming to New
Zealand and it will be no surprise that I am
championing the Self Employed as good
payers and therefore a good risk.
I live and work on the HBC and am usually
around 8.30 to 8pm on 09 428 5333. We can
do applications face to face or electronically,
your choice. I am fully Qualified under the
new regulations and fiercely independent. My
customers come first, not the Bank!
Jeff Royle - www.ilender.co.nz - Number 1
rated broker on Trade Me (jeffqv)
ARE YOU SIGNED UP FOR MORE
BUSINESS?
A sign is your introduction or handshake with
those passing by, identifying your business
to existing and potential customers. You are
judged on first impressions so ensure your
sign is modern and matches your company
Call Jeff Royle who has a wealth of experience
built up over 15 years worldwide
PO Box 889, Whangaparaoa
jeff.royle@nztsl.co.nz - www.ilender.co.nz
Ph: 0800 LENDER
 Self Employed
 Bank Mortgages
 Non-Bank Lending
 Debt Consolidation
 No Proof of Income
 Large Loans
 Non residents and
Migrants
There are mortgages for all types of people so
you need to choose the right one for you
The mortgage experts

23. image. People will judge your business inside
by how it looks on the outside. In Franchising it
is even more important, as franchising is all
about brand recognition and brand continuity.
If your vehicle is signwritten whether it be a
logo on the doors, company name on the tyre
cover or fully wrapped (totally covered) it is a
mobile billboard. Many a driver has been
stopped and asked for a business card while
out and about.
Keith Browne of NZ Sign Solutions says
“Signs are an effective, yet inexpensive form
of advertising. They are always ‘on the job’ 24
hours a day, 365 days a year.”
Which brings me to another often overlooked
point – have your driven past your premises at
night? Whether you’re open at night or not,
your sign should be seen. At night it is more
easily seen without the daylight distractions.
Good lighting of your signage also prevents
potential vandalism to your premises. Choose
your type of lighting to enhance the image of
your company, e.g. A toy store may want
some novel colored lights and a jewellery shop
may want more subtle fairy lights.
Here are 5 simple steps to signs that attract
customers:
QUICK TIPS
Step 1: Get signage that is readable – the
subject of the business not the name of the
business should be the largest letters. E.g.
Hibiscus Fish & Chips should have the Fish &
Chips in larger letters. Customers are
looking for the takeaways not Hibiscus. Drive
by your premises to see what a customer
would see if they were looking for you.
Optimise the position, your sign should be
unavoidable to the passing viewer.
Step 2: Signs Should Complement the
Building they’re Advertising. Every building
has character. The sign may need to blend
in or spruce up the building. An experienced
sign maker will be able to design a sign that
will enhance the building it advertises or hide
the faults of a building that needs help. Your
sign could become a landmark.
Step 3: Attract your customers Design is the
crucial element here. Capture the essence of
your business in a few words (3-5 words are
optimal). It should be read and understood at
a quick glance. Color, Logo or picture should
be consistent with your company.
Step 4: Durability - Use Sign Materials that

24. last. A sign is an investment - an investment
that will serve its purpose for years if it is
constructed of high quality, durable materials.
Computer graphics make anything possible,
but the materials the signwriter chooses is
what will make your investment economic to
survive harsh weather conditions.
Step 5: Negative Space - Sometimes it’s
What Is Not There that Counts. The negative
space between words is also paramount to
the effectiveness of the sign. If people driving
by can’t read the sign because of the
crowded letters and words, the sign is
useless.
Many businesses are mobile, so here are
some examples of ways to make your
signage portable.
Mobile Signs
Vehicle branding – Car, truck, vans, trailers
machines; your business brand on wheels.
Sponsorship - On race cars, yachts and
powerboats.
Banners – Weather resistant ‘welcome mats’
for Community Events, specials etc.
Flanners – eye-catching flag banners
trumpets your presence.
Pavement signs – outside your worksite.
Have one base with different inserts.
Changeable Letter Signs - such as Harvey
Norman, Stihl Shops and Hoyts Theatre,
flexible and always current marketing offer.
Pull-up Stands – For promotions, exhibitions
and events.
Static Signs
Event Signage – Billboards.
Window Graphics – frosting, tinting, signage.
Shop Signage – Create instant recognition.
Directional Signs – locating your business
The more people recognise your business by
sight, the more it will stay in their memories.
Signs are the most cost-effective way to
advertise and it lasts year after year.
An effective sign requires expertise in
graphic design and many other skills and
trades. There’s more to designing a good
sign than meets the eye. A good sign meets
the eye.
You will have noticed many of Keith’s
creations locally;
Shop Signage – Hollywood Cafe, Bayleys
Real Estate, Orewa Medical Centre, Luvable
Pets
Changeable Letter Signs – Red Beach &
Stanmore Bay Primary, Whangaparaoa
College, Hoyts
Billboards – Hibiscus Coast Athletics Club,
Manly Sailing Club, Whangaparaoa Gala
Branding - KingsWay School
Flag & Banners – Pacific Cheerleaders,
Hibiscus Singers
Vehicles –AMX Computers, NZ Sailing Net,
Draintech, Guttercare, Simpler Home
Services, Yachts at Gulf Harbour, race cars,
diggers, trucks - they’ve done the lot.
About the Author
Keith Browne is the Director of NZ Sign
Solutions - they have a solution for every
sign. Check out their website for the full
range of portable signs. For vehicle and shop
signage they have installers throughout NZ
and portable signs can be shipped to you.
Web: www.signsolutions.co.nz - Ph: 09 427
4402 - Email: print@signsolutions.co.nz

25. Disclaimer - This Disclaimer applies to all information made available by Linku2 Hibiscus
Coast in this publication. The information provided, and subject to this Disclaimer is only intended
to be general information to the public. Considerable effort has been made to ensure that the in-
formation provided in this publication is accurate, up to date, and otherwise adequate in all re-
spects. Nevertheless, this information is made available to users of this publication and all other
persons and entities STRICTLY on the basis that Linku2 Hibiscus Coast and all other persons
responsible for the publication, or associated with the compilation, writing, editing, approval or
publication of, or any other kind of work in connection with, the information disclaim any and all
responsibility for any inaccuracy, error, omission, lateness or any other kind of inadequacy, defi-
ciency, or flaw in, or in relation to, the information; and without limiting as above, fully exclude any
and all liability of any kind, on the part of any and all of them, to any person or entity (whether a
user of this publication or not) that chooses to rely upon the information.
For further information about services in this book contact the service direct
or email: admin@linku2hibiscuscoast.co.nz
For information on how to feature in this book contact Sarah on 428 0204
or email: admin@linku2hibiscuscoast.co.nz
Advertising in this booklet is included in Linku2 Hibiscus Coast Business
Web Plans or can be taken independently
Linku2 take no responsibility for law changes or fees quoted in this publication. We would
like to acknowledge www.business.govt.nz and www.ird.govt.nz from which much of this
information has been sourced. Both sites and government departments hold a wealth of
information and resources which all businesses should be aquainted with.