Small Business Profile: Perla Lopez Baray

Small Business Profile: Perla Lopez Baray
As I was moving along the tables at Lehigh University's Microenterprise expo someone handed me a small vial with liquid in it. "It's perfume" explained the vendor, Perla López Baray, obviously noticing the confusion emanating from my face. Sensing that I was still wondering why she felt I needed perfume she offered a little more information "for your wife!". It is true that I can sometimes be as dense as a tree trunk. As we spoke more about her business I began to sense the drive and purpose that is a common thread among most successful entrepreneurs. Perfume and fragrances are a $5 billion dollar industry in this country and Perla Lopez Baray is determined to carve out her share of the market.

Simple Beginnings
Perla grew up in a small town in Mexico. The daughter of a farmer, her beginnings are simple and humble. She was raised primarily by her grandparents but has always remained close to her mom and dad. Unconventional? Maybe, but it's telling that when Perla describes her childhood memories she is extremely positive "I grew up surrounded by family, friends, love, happiness, music, and childhood games". When asked about her childhood influences she credits her family, particularly her mother and grandfather, for teaching her to believe in herself and showing her how hard work pays off.

After graduating with honors from New Mexico State University, Perla began a career in broadcast news with the local Univision affiliate KLUZ-TV. She later went on to WFMZ in the Lehigh Valley, PA where she currently anchors.

Developing her Perfume Business

In 2008 Perla began developing her idea of launching a perfume line as well as building her own company. Her vision was very focused “I was at a store looking at perfumes. I imagined my bottle and I saw it the way it is now: a pearl. The whole concept came to my mind in a split of a second.” For Perla it’s more than just perfume, it’s her statement to women, “I want them to know that they have a purpose in life and I challenge them to believe in their dreams, to work arduously, to have faith, and to not allow any negative circumstances in life determine who they are and what they can do.” She identifies deeply with the pearl “For me, it truly symbolizes the beauty and uniqueness of a woman: fine, stunning, beautiful, and valuable”.

One of the biggest challenges for her has been her lack of business experience however she has played to her strengths, "Being a journalist has helped me a lot because in my profession, if you don’t know something you do the research to find the answer. When I developed the concept, I did not have any idea where to start, but I used the internet to do extensive research that led me to fragrance design companies South East Aromas and UK-based CPL Aromas". The hard work paid off and on May 8th, 2009 she launched her self-named signature perfume brand.

What the Future Holds

Perla's short term goals include developing the brand and finding a distributor or sales reps. She is looking to sell her perfume through gift shops, boutiques, spas, hair salons and specialty stores across the country. To accomplish this Perla is attending networking events and industry expos. The largest of these will be Perfume Expo America later this year in New York City.

Longer term goals include getting her product into national and international retailers such as Macy’s, JCPenney, Bon-ton, Walmart, etc. Perla would also like to develop an international presence and a strong brand image.

For now Perla is focused on meeting as many people as she can and telling them about her product. This includes smaller expos, boutiques and local school functions. Through it all Perla maintains an extremely positive attitude. When I asked her about the best piece of advice she’s ever received she gave me three,”I remember the following phrase that Sandra Yancey, the president and CEO of eWomen Network said at a meeting that I attended last week: ‘The secret to success is learning that there is a little bit of space where you fit in but also you need to stand out. Don’t blend in, stand out, but fit in. How do you do it? Getting out of the box and finding new people’.”

“I also learned from my mother that you just don’t quit. You keep going, and pushing and moving forward until you get what you want. But then, you never stop dreaming and reaching new levels. “

“I like this phrase from the Bible: Everything is possible for him who believes”

Barter as an Alternative to Cash

While bartering may be one of the oldest forms of commerce, in a sluggish economy it is a smart alternative to cash. Businesses barter excess inventory, time or capacity to obtain things they need. If you are strapped for cash consider what you have to trade with other businesses.

In photography bartering is fairly common. Photographers, models, hair and makeup artists are willing to trade time for images. The parties work together and everyone walks away with fresh images for their portfolios. On other occasions I've been able to work out a deal with banquet hall owners or clubs to use their location during slow periods(capacity) as a set for a photo shoot. In exchange I provide them images (inventory) they can use in their marketing material.

There are also barter exchanges where a merchant's goods/services are converted into "credits". You can then use your credits as a form of currency on the exchange. "Merchants Barter Exchange", based out of Monroe County PA, is one of many exchanges of this type.

If you trade directly with another partner remember the following:

1) Establish a value for your product or service.
You are using your goods as currency so it is extremely important to know their value.

2) Get it in writing.
Always keep accurate records. Be specific about what each side will give and receive.

3) It's taxable
A barter is still a business transaction and counts as taxable income.

3 Tips to Become a Better Networker

So you just attended a small business mixer and can't help but wonder whether you were successful. You met a handful of very nice people, ate great sushi, exchanged information and business cards. Was that it? You're left wondering if you've actually accomplished anything. Were you persuasive enough to convince people to use your product or service? Will you ever cross paths with these people again?

They say that networking is essential to developing your business. So how do you know you are networking well? I like to keep it simple with these three tips:


Have a goal in mind
Approach the event as an opportunity to achieve a specific objective. Whether it's to meet a specific supplier, potential customer, or even just to practice your "elevator speech". Setting a goal keeps you focused on being productive. The more specific the goal the better. For example, in my case "meet 5 people tonight that have not used any photography services in over 60 days" would give me the opportunity to meet 5 potential customers and discuss ways my services would benefit them.


Relax
At a networking event everyone is there to do the same thing! There will be experienced networkers as well as newbies. All are trying to meet people and establish relationships, so there is nothing awkward about it when you put it in this context. For the most part they all have a high-level grasp of the protocol. Introductions, brief discussion, exchange information and cards and move on to the next introduction. So relax and enjoy the event, but keep your goal in mind.


Follow up
This is the most important part of networking: developing the relationship. At the very least a follow up email or note to let your contact know you were glad to meet them, enjoyed the chat, etc. You may want to propose a meet where more formal business can be discussed. Another extremely effective approach to this is to understand where they need help. Then look for ways to help your contact. You may not be able fulfill their need directly but maybe you can refer your contact to another person in your network who can. Now you are helping them AND leveraging your network. Whoa, I think we may have crossed into advanced networking!

Networking is essential but that doesn't mean it can't be fun. Approach networking opportunities with a goal in mind, don't put too much pressure on yourself and most importantly - develop the relationship. Don't expect to be an expert networker from the start but you'll see once you put a little effort into it that it's not that hard!

The Entreprenurial Spirit is alive and well at Lehigh University

Over 50 small businesses were on display as Lehigh University hosted the Lehigh Valley Micro enterprise Expo. I was able to meet entrepreneurs from diverse backgrounds representing a wide variety of industries. Companies representing industries such as alternative energies, document imaging, interpretive services, coffee roasting, and salsa. There was a full spectrum of products and services. I was only able to spend about an hour at the event and wished it could have been more.



A few of the more memorable businesses I met were:

Easton Salsa Company. Arthur Skrzenski has spent years developing his salsa recipes and brought samples along to prove it. The pineapple salsa I sampled was out of this world!

Ashmore Systems. Jim Flamisch (pictured with his wife Tina) started this computer sales and service company in 2005 and has grown it steadily mostly through word of mouth.




Omniwind Energy Systems. Lowell Neff is the Sales Manager for Omniwind, maker of the Prowind 650 wind turbine which produces energy more efficiently than traditional windmills.



Milou Couture. Genny Perez (pictured w/sister Doris) is a dog apparel designer who's fashions have been featured on the Univision network morning show "Dispierta America".




One of the common traits I noticed in these individuals was their passion and enthusiasm for their product or service. The way they sort of lit up and came to life as they talked about their business was something they probably share with the Gates', Jobs' and Bezos' of the world.

I'd be remiss if I didn't at least give a holler to all the businesses I was able to spend a few minutes with at the expo.

Andreas Trivets - Decorative Silicone Trivets

Arrow Document Imaging - Copying and Scanning Services

Carvin Foods Distributors, LLC - Distributor of products from South America

Dutch Springs - Scuba Diving and Aqua Park

Global Arena - Language Translation and Interpreting

Grindhouse Coffee Roasting Company - Roasters of specialty coffees

Happy Paws - Dog Walking and Pet Services

Moyer-Drabick & Associates LTD - Accounting and IT consulting

Perla Lopez Baray, LLC - Women's Perfume

Rocking Chair Studio - Puzzles and games

So I was reading yesterday....

I saw some interesting stats in Time magazine (March 19th, 2010 issue) yesterday. The paper version - not the online version. These stats were in a sidebar and don't appear in the online version of the article.

"50.2% of all US workers are employed by small businesses"

Small businesses employ just over half of all American workers. This is a testament to how much influence small business have to our economy

"595,600 Small businesses closed in 2008"

To me this is an astonoshing number - over half a million small businesses closed down.

"43,546 Small Business Bankruptcies in 2008"

This number, while large, is somehow easier for me to fathom. Considering the state of the economy that year and the collective credit freeze that ensued you can see the impacts to small business. However when it comes to action by our government it appears the immediate focus was on bailouts for big business and banks.

Small businesses while critical to our economy are left to fend for themselves. We don't ask for bailouts, we figure out a way to keep going - or die trying.

It's a gutsy thing to own and run your own business. It's demanding and practically insane to some extent. However these are the stories I'd like to share on this blog. The inspirational stories of the people who have the passion and will to run their own business. If you have a story like this then I would love to hear from you.

Here's a link to the Time Magazine story.

Microenterprise expo at Lehigh U.

Microbusinesses will rule the day as Lehigh University will host the 2^nd annual Microenterprise Expo on March 24^th. The event will be held in the Rauch Business Center at Lehigh University and will provide local businesses an opportunity to network and gain exposure for their products and services and attract new customers.

A microenterprise is defined as a small business with employees ranging in total of five or less. Microenterprises include a variety of businesses in the products and service sectors such as repair and cleaning services, specialty foods, jewelry, arts and crafts, gifts, clothing and textiles, computer technology, child care, and environmental products. The Microenterprise Expo is run by a group of Lehigh University students who have an interest in small businesses and want to see them succeed. These dedicated group of students have made themselves available to assist the businesses with preparing marketing materials, samples, etc for the event.

According to the Association for Enterprise Opportunity there are more than 24 million microenterprises in the U.S., representing 18% of all private employment and 87% of all businesses. One out of six U.S. private sector employees works for a microenterprise.

The Lehigh University Small Business Development Center provides consulting services and educational programs to entrepreneurs wanting to start or grow a small business. SBDC consultants work with entrepreneurs to help test a new business proposition, shape a business plan, or investigate funding issues. Addressing topics ranging from financing to issues to marketing tactics, SBDC programs serve to inform and assist entrepreneurs with the many tasks that business owners face.

For more information contact the Small Business Development Center at insbdc@lehigh.edu