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*.~ PAGE 14, WEHJTBYFPUE PRESS. WENESIDAY, APRI 29,1992 ----busznessnews Using priée toô target yo" cuEitomers> A lot of small bulsinesses wasto a lot Of time, and effort ' trying to sou their products to the wrong crowd. Both sides end up disappointed. As an example, if your produet is loather sofas that start at $2,OOU!ý youlre not lcooldng for the K-Mart, crowd, and if they cone into your -business' they will waste your time and frustrate you. You wvill also waste the customer's time, and > who knowse, sozneday ho may be looking for just your sort of product. Th%~ easiestway to avoid negative reactions on both sides je' to pre-quahify your customers biy indicating in your ad'<ertimng, theprice ýrange of yourproducts. Ifyou a&vrtsea g-bak-chair atb12 'efor $650, you, wotgt 3hper jodn fron a 25.PYnuaSs e l ,' cutmrsyudaDl n uaityPU LI Youl gt fweréhýpes, ut ustasMON.. FyR1. 1000 T h8:0 more.Y1:0 T 60 W e . . .... ... a n . ... . .... --- --- -- --y o----- Mmd Your-----w--Bus--n--ss! Compote 86D/33 PaE Inci: VGA Monitor 105 Hard Drive Fuli Warranty only $-1995-.00 and Okidata OL400 Laser Printor 1501 HOPKINS :ST. WHITBY (416) 430-8081. Royail Bank representatives.,to discuss, economy Many, area business own'ers and representatives will attend the Roal Bank of (Janadas économie briefig'on May,5 at thé Holiday Inn in, Oshawa. An economic update will be presented by Mark Chandler, assistant chief economist of the Royal Bank. AlTe esdent, cor- perate ban'kng, wrill also be available te6 discuris the econoniy. Mom s Day out FROM PAGE 13 She looks after'a maimurn of four children, "se they're net oingt get lest in the shufile,» andt lither heurs; «this way I can do My housework in my off' heurs and wben the kids are here, IPm with them,» Daly say s1 she used a similar servie a tew years ego when'sh e lived in Lindsay- "twasjust geat. ýYeu could get eêvery thingf doue in one day; I though if I liked ite. maybe other people would.»y DaIy has four ye ars of experience with -the 'Our, House Family Home'Daycare» in Lind- say,. a.nd ije',happy to provide ref'erenoes. SheWs located et 63 Robinsen Cr. (Garden & -Manning area). Thecoatfor a hall' day (three heurs) à, $12, or $20 for a, full day. (6 heurs). Tho second child je haif price. Day care je available botween 9 a.m. and 4 p.m., although Daly says she ýcan, start as early as 6 a.m. and go until 5 p.m. You ' an -:roach ber et '668-ý7644. fer mnore informatio n.->- 1"I advertiseMent Otorbram. 1electric ~ sppy "Suppliers of Electrical Equipment to the Trade" The e lectrical distributor of the future Although open for less than two months, Torbram Electric Supply Corp. bas already amassed an impressive list of clients. Manager Bill Gilmour, and bis staff; Stan Melof sales representative, Dave bonaldson, store manager and 7im Kay our van driver an d counter-man have a go-getti'ng attitude,, based on the company s philosophy of giving al our customers a flrst class service. Our Whitby location provides a com plete Une of contractor orientated products and 'a fullli ne of industrial equipment- and controls, with focus on the Electrical Contractor Commercial ad Industrial businesses in the region. Bill and bis tbree employees have a combined 61 years of experience and expertisea in the electrical industry. 181We ntworth St ^Unit #7 eWhitby Torbram Electric Supply Corp. has expanded to 14 stores across Ontario in just 18 months, "and that's during a recession." Torbram Electric Supply is a subsidiary of City Electrical Factors in the U.K. with over 500 branches worldwide L.e. Germany, Holland, France Italy, Gibralter and Florida, and of1 course Great'Britain. Now that's commitmnent! And with over $10 million invested in Canada te date, our long, term plans are te, expand the company across Canada, to create a secure and healthy future. for the' industry and of course our employees. Let USgive you the service you deserve. Hours of business are Monday te Friday, 7:30 am to 5:00 pm, Saturday 8 arn to 12 noon. We aise offer a 24 hours call out for emergencies. "Please inquire about this service we offer!ee Phone 721-1500 Fax 721-1503 LEma!!JEEH !E ENS HS3L jGLDj A BUSINESS EDUTORIAL Entrepreneurs are bigg'est losers of rcsion, by Doug Anderson, There have boen, sovoral *painfull moments over the, last two years, as fellow businessmen have fallen by the waysido. In botter1 times, they would have prospered, created new jobs and been pillars of ,Our communty. In- stead, tbey've lest their homos and life savings. T he conventional. wisdom weuld, have us, believe that .these businesses were weak and inefficient and wore in- ovit;abl weeded, out- by the business cycle. Some may have been, but many had good, oven great, ideas - they made or sold botter mousetraps than the other guys. By< most standards,' thy those buzzwrordàs that is currently.in vogue i in gevernment circles. busi: A second piece o conventional wisdom e vr is that entrepreneurs e vr are winners. Wrong sine( again. Entrepreneurs get- screwed during thiri recesBUion. What these. busi- nesslacked was deep -. very deep - pockots. When the banlcs tightened he purse strings, when customers *a1edte pay, when the mortgage fude or w on the demand for, mousetraps fel, the cashflow faltered. So they emptied, their pockets, and mortgaged their homes, and when thero -stiil wasn't enough, they loet everything.. These are the people who drive the economy in good times anditijean eb-, vieus failure -of our. system that every eight or'ton yoars- we allow the on- thusiasm, and -ability of. each new- generation of entrepreneurs, te be, sacrificed te, the conventional wisdom that businessl cycles are good and necessary. In business, one of the keys to suc- i .1 B t .cess je the ability to anticipate ýtrends and'to take advantage, of the'positivýeý and minimize the nogative. go why did the Mulroniey government, wbich'ý dlaimis to be the friend of business, do, nothing to alleviate the current. r'eces- mion even though it predicted it years in advance? Indeed its attions, in the formi of high interest rates, high' deficits ' and a high doll1ar, seemed céal- culated te make it worse. One wonders whether the *back- room theorists were so enthralled by Ragnomc and Thatcherism, that they prevd- -this recession as the >way that' Canada would become vom- petitive. Was the mnac- Most tiondeliberate? ... and jeal totally miscalculated.' Yet, in spite Of. the, riess desperate econcimic ament' nse are struggling i te anadian business ies. surprisinglyrnuted in goverrnent that hias created them. Argmets that blame ýour proble on a global recession ignore the fact that in most countries- the recession je already lover and in some it nover occurred. Rather than boing a pasv participant in. a globa downturn, Canada has its finger stuck on the throttle., Tho conservatives made fighting in- flation into a holycrusade, -butinstead of -the -stable buiness enviroaent this »was supposed t6 createy we now have thýmos,,t inmical and unpredic- table, business environmoent since- the thirties. BusinesssWho believod in-a short shallow downturn andi invested ini the SEE PAGE 31 4, .----. - -,. - - -- -- -- - -- -..................................... 4 4I44444'.4444444144""%'gý"~'J~4**t MessagtfIrom Whitby Chamber of Commerce Presldent Trevor Bardens, Worker . retraining needed I' attended- a .functioni receutly wbvere I heiard sôe encouraging, news. .Mr. Atkinson, aneconomiet ferthe Bank of Montreal, said . that Canada je ýon the road'.te recovery, alboit slWly Ho d*caims intereet rates Will drop, te seven par cent by yeariend. In, 1992,; ho is looktirg for, a 2.5 par cent growth. rate. In 1993-94, ho hopes for 'essential, price stability that will lead te zero per cent inflation. Although this àe a, positive move' for Canada, -the transition, from bigh'inflation te zero par oent inflation isexetreémely painful. 1One area of concern te me is the ekili, of the people in, the werkferco. Appreximately 38 par cent of the workforce, is functienally illiterate and, cemining this with, a 34 per cent high school drop-out rate, we face a majorchallenge in upgradiug the' skills of workers. Govornment-funded triing :programs are necessary te retrain, workers t'mkete more productive. We ueed -te retraiin welfaro recipients and get them back te work >There is aàef te neel for business, government andi ed ucators 1te work togethor te ensure that aur students eu4orithé busiessword wth theproper ekilîs needed to'e ~outVe. Bob Rae' Thronïe Speechrecently mentioned that-,mqney would be made available for capital, workÎ -egram including roati, housing and schoohung. HIe also. 'tled of mefin s;trategoies te sid businesssanti help.for uew fùimeteget startedti, Ho talked of removiug seme of the red tapa- 80 that Ontario firme eau become more compatitive. I the saine speech, Ras vowed te goé ahead with_ three, controversial pieces cf legislation: pay equity, emýploymeÏt equty and labeur relations reform.' Loan guarantees, dovelopment offices and retitapa faclitaters" won't'be -of any value te anyone -if business bas dried up' befor they're enacted.'The significance ef the Labour RelatinsAct azuendments, and ite detrmmental effect on all business in Ontario wVill virtually nullify any benefite of theý other. initiatives the government has tablei.' If Bob -Ras wants 'te reduce, the, red ýtapa, why'<jeho gi ahead with- the equity prograins? This je net thetImre for coetly It 41 - - 1 , 1 , > - , 0 f - - 4 1 5 t - - - - - - - - - - - - - relorme., 1 1