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At least two Waterloo hot dog vendors are not happy with a city plan to open up outdoor vending spots along King Street South to a competitive bidding process, ‘Waterloo council unanimously approved a new policy to allow competitive bidding for outdoor vending licences along King Street South at its regular meeting Monday night. The city‘s administration and comâ€" munity services committee voted 4â€"1 in favor of the idea at a meeting last week. "I guess money talks," said Julie Sternik, a current King Street South hot dog venâ€" dor, during a recent interview. "Because I‘m sure that if somebody says, ‘I‘m going to give you (the city) $5,000 for the spot‘; they‘re going to get it. And if 1 say $2,000, do you think they‘re going to take me?" marketing and she‘s about to share her knowledge of the business at a Marketing Mastery Workshop, a dayâ€"long informaâ€" tion workshop presented Jan. 29 from 9 a.m. to 4:30 p.m. at the Technology Busiâ€" ness Park, 180 Columbia St. W., Waterloo. * Topics and speakers for the workshop with Dr. Auleen Carson, Marketing Profesâ€" sor, School of Business and Economics, Wilfrid Laurier University; Finding the Right Target Markets with Monica Reid, President of The Reid Group; Should You "I always said that when 1 left IBM that I‘d get into my own business relating to "Everything I‘ve done in my life has been geared to marketing in one shape or form," says Lichti, who now owns Marketâ€" ing Magic, a local marketing consulting llltnn’ningcompmylouedhtlnqpa level of her William Street home in Waterâ€" ing executive education on soft sell marketing, and eventually teaching interâ€" national marketing in Japan. "I wouldn‘t have minded a slight But she‘s come a long way since the 14 years with IBM; and having moved seven times during those years, Lichti decided three years ago to plant roots and establish her own business. As a marketing systems engineer with IBM, Lichti worked in advertising and proâ€" ven at the age of seven, selling her Eb\mpacropolpg-pkmomol the backâ€"of her little red wagon, Shirley Lichti knew her destiny was to be in marketing and sales. Lichti knows that ‘her niche in life is There‘s more to a successful business than a good product New bidding process unfair to small business, vendors say Chronicle Staff Chronicle Staff northerly licence location, in front of Pier 1 Imports, was eliminated in order to make the other three locations more viable. At Monday night‘s meeting, council actually approved a reduction in the four King Street South outdoor vending licences available for 1997, The most increase in the licence fee," said Eva Wilk, _ Council also called for licences to be for another current King Street South hot dog â€" a twoâ€"year term, starting in 1997. vendor, "But a tendering process? That‘s _ And it called for the area currently occuâ€" not what 1 expected." pied by Spuds.French Fries at the south Mmaad\\'flkmdlhqfi:m end of Waterloo Town Square to be opened not in competitive bidding for the _ to a competitive bidding process in four zi:dulcmubemdtykkium years time. Until then, the owners of to the small business people who traâ€" _ Spuds, the family of Waterloo, are ditionally had the licences. As of 1996, the iopcylli:;;“«loflkmymrytwo fee to purchase an outdoor vending licence _ years equal to the average licensing fee for from the city for one of four potential spots _ the three successful hot dog licensees on uwwmmm King Street South and Street was $900, plus an extra _ Council also approved a oneâ€"day special $200 in the form of an Uptown Waterloo® event licence fee for all food vendors in the Business Improvement Area fee. city to increase from $35 to $50 in 1997 :;Q-Wmlumd.gl-l: *"One of the things 1 did before 1 left IBM was to make sure that 1 got very well networked in the community. 1 did a lot of volunteer work with Women In Netâ€" working and 1 coâ€"chaired the Business For Success women‘s conference. When at these events, women would request certain kinds of seminars and we discovâ€" ered that there was always a crying need for marketing sales training and informaâ€" tion on how to put together an advertis ing plan because there are a lot of small businesses out there. If you look at the Marketing Magic‘s Shirley Lichti is hostâ€" Do Research? with Krista Minard, Market Analyst, Canadian Industrial Innovation Centre; Cost Eflective Communications with Alan Quarry, President of Quarry Communications; and Selling a Service vs. a Product with Lichti. The cost is $99, which includes GST and Junch. Proceeds from the event will benefit the Kâ€"W Sexual Assault Support Centre. And it called for food vendors who tended to congregate on Columbia Street West during Canada Day celebrations 10 reach a revenueâ€"sharing agreement with the University of Waterloo prior to approâ€" priate city licences being granted to the Spuds, the Sproat family of Waterloo, are to pay a licence fee to the city every two years equal to the average licensing lee for the three successful hot dog licensees on King Street South. Geared for smallâ€" to mediumâ€"ized busiâ€" nesses, the public workshop is Lichtis first and it may become an annual event. For more information about the Marketing Mastery Workshop, call Lichti at 745â€" 0247. "Frequency counts for a lot if you‘re an advertiser. 1 tell them about the seven times rule, where they can get their ad out there seven times with smaller ads. And if you have a limited budget, don‘t blow it on a large ad â€" break it down to a series of "I have to ask them who their target market is and who is really going to buy their product. ‘How is it priced and serâ€" viced, what are its market trends, who‘s its tion? Many of them don‘t know. Marketing is all about finding a need and then delivâ€" ering the product and services better than your competition." Lichti adds that some small company owners tend 10 think that bigger is betier, but she stresses that‘s not necessarily the â€" Lichti notes that many of her clients have good products but don‘t know how to market their businesses. Many indicate that they want to invest in advertising., but , according 10 Lichti, there are strategies to "I was around and took a gamble, feeling that there was a real need for this type of business and 1 guess I‘ve been proven fight. Most of the training I‘ve done so far has been for private organizations, but this is the first public seminar T‘ve held and the demand has been phenomenal " wend in the 1990s it‘s been; get out of the big organizations and go to the small mnh-.wy-ih-d..m happens to be marketing," she A Registered Nurse & Licensed Pharmacist will be here to answer all of your questions! Pollock & Williams Pharmacy â€" PRESCHOOL + KNDERCLASS Our warm and friendly environment encourages learning and caring. Little Reader kids learn to love learning. We emphasize selfâ€"esteem development through enriched programs in Reading, Math, Wiriting, French, Music, Art and Physical Activity. *Small classes/low studentâ€"teacher ratios *Morning or Afternoon halfâ€"day programs «Certified and experienced teachers w“wâ€"-W' Ym%m a Street N.. 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