Does a Mission Statement Really Matter?

Community Collaboration with Piedmont Community College,
NCVA Media, and Area Small Businesses

Jerry Maguire is a sports agent with a moral dilemma. He is one of the best in the business, but after one of his clients is injured multiple times on the field, Jerry sees the toll his profit-minded sports management company asserts on the players. He is deeply disturbed by it and writes a mission statement proposing fewer clients, less money, and more personal investment in the players’ lives.

Those of us of a certain age may remember this classic movie starring Tom Cruise and Renée Zellweger. It tells the story of a young professional sports agent who has an epiphany of sorts. Suffice to say, Jerry traverses a rocky path, ultimately securing just one client from whom he learns valuable life lessons.

So what does this have to do with small businesses in our region? Well, at NCVA Media, the publisher of Hyco Lake, SoBo Halifax, and River City Area Magazines, we have a mission statement too.

“Enhancing our community with interesting stories, beautiful photography,
and information while bringing together residents and local merchants.”

It is not uncommon for our president, Peter Berry, to state, “Remember why we are here…Does moving forward with this story, project or thought process fit into our mission?”

I had worked for an international advertising agency for more than two decades where working with mission statements was not a new concept. Regularly, mission statement intentions were woven into advertising messages. Yet it was not until becoming a small business owner of my own and working with Peter that the term ‘mission statement’ took on an entirely new meaning…a real meaning…similar to what happened in that classic movie. And as Jerry’s one client, Rod Tidwell, (played by Cuba Gooding Jr.) screamed “Show me the money!”… I realized that in real life, sometimes it can’t always be about “Show me the money!”

Now, I’m as driven and success oriented as they come. And like all small businesses, if we do not get paid for our services, we can’t pay our bills either, so of course making money is important.

The parallels to Jerry Maguire continued when Peter approached me with a Marketing & Mentoring project. He had been working on this program for over a year with the Piedmont Community College (PCC) Small Business Center (SBC). They had been discussing unique ways to engage the community with the PCC small business programs. The PCC SBC is tasked with helping businesses succeed with, “Whether it’s providing additional training, one-on-one counseling, or contacts and information, we’re here to serve you. We understand the problems small businesses face. And best of all, most of our services are at no cost to you!”

With many conversations to work through details, the PCC/NCVA Media Marketing & Mentoring (M&M) program was born. This partnership made sense because it aligns perfectly with our mission of ‘Enhancing our community…bringing together residents and local merchants.’

As the participants in the PCC Small Business Center are counseled with their business needs, Director Keavy Isaacs helps guide them to the M&M program upon completion of initial steps. A small business seeking more ways to promote their business and looking to take it to the next level can then be connected with the NCVA Media Marketing & Mentoring program. Isaacs said, “The NCVA Media team employs not only a wealth of industry knowledge to teach clients how to market their specific business to their client base, but they also use their vast network of community resources and partnerships to help new businesses settle into their role in the local community.”

The program includes a series of one-on-one marketing/business coaching sessions with specific objectives. “The icing on the cake is the free and [year] long advertisement that is placed in NCVA Media’s local magazines to help boost our client’s business and show them the effects of their marketing efforts working for them,” said Isaacs. She added, “Clients [in the SBC PCC initiative] have been told by their new customers that they saw their ad in these magazines.”

The businesses that have participated in the program have, by example, proven that the extra efforts of investing time to address marketing challenges and opportunities is worth it. Here are a few success stories:

OD on Coffee
Ginger Hearts
Bucks & Bass Caswell Outdoors
Redefining Beauty
An Artisan’s Emporium

There are many more examples of success as individuals come through the doors of the Small Business Center of Piedmont Community College and tie into the M&M program. Other businesses involved in the Marketing & Mentoring program to date include Nerdibles, Tucker’s Turf, Unkink Me Massage Services, 1Up Tech Services and the Wise Howel Financial Training. Two newer participants include Diamond Panes Window Cleaning and Chef OBs Catering and Café. These other businesses will be featured in later issues.

Congratulations to the entrepreneurs that contribute to the overall economic development of our region. Small business owners take an enormous risk to provide products and services to our community. We encourage them to take advantage of the many free services provided by the Piedmont Community College Small Business Center. NCVA Media is proud to be a partner with the Marketing & Mentoring program. One important quote from the Jerry Maguire movie… “The key to this business is personal relationships.” This rings true and it all starts with a mission statement.

105 N Main St
Roxboro, NC 27573
(336) 599-0032
PiedmontCC.edu/program/small-business-center

The presence of community colleges is such a gift to our communities. The contributions to the local neighborhoods, not only in providing an affordable option for educating young students, but the continuing education opportunities available to assist with small business development and entrepreneurs, is an invaluable resource. The team at Piedmont Community College is an invaluable partner in both Caswell and Person counties. If you are thinking about starting a business or need some clarification on ways to take your small business to a new level, please reach out to them.

Owned by Vanessa Osbourne – When we first began with Vanessa, she was getting all the details on her point of purchase software moving along smoothly and determining which offerings were right for her shop. With her background in restaurant management and her approach to inventory management, it is no surprise that in no time, OD on Coffee outgrew the tiny retail space in Uptown Roxboro. They are now in a new location, complete with drive through, at 701 Main Street. OD on Coffee has recently secured a liquor license and is on track to find amazing new ways to grow their coffee community.

Created by owner Sandra Long, this is a refreshing story of how a professional office worker made a change to more meaningful work where she could offer special custom- crafted crosses in remembrance of loved ones. That, coupled with her botanical oil offerings, provided her with a unique way to engage others. Sandra sold her items at An Artisan’s Emporium in Roxboro, but her goal was to secure a physical shop of her own. You may have seen her new location at 731 Durham Road where she now offers her products and also serves special teas and beverages.

This small business came to the PCC Small Business Center looking for guidance on expanding their service offerings. Keavy Isaacs was able to counsel and refer them into the Marketing & Mentoring program. NCVA Media and the Bucks & Bass team worked together to develop a new service offering to meet the needs of outdoor enthusiasts living in and visiting Caswell for hunting and fishing. With plans to target the additional traffic passing through Caswell County to the new Caesars Casino Resort in Danville, Va., the Bucks and Bass team are strategically targeting this clientele. They are located at 1536 Main Street in Yanceyville.

Misty Hoeback offers professional esthetician services, and has taken an intentional leap from a corporate career to find a more satisfying role. Misty spent considerable time researching options for a career change with the goal of finding one that would allow her  to not only make a living, but more deeply engage with people and the community. She needed to feel like she was making a real difference vs. being part of a cog in a larger corporate wheel. She decided to become an esthetician and earned her license. She started out in a salon in Uptown Roxboro and has now moved to her own space at 31 Abbitt Street in Roxboro. Misty offers a full range of esthetician services and is also leasing spaces for hair stylist professionals. Book appointments at redefiningbeautyesthetics.com or 336-520-9722

This shop provided a starting point for Ginger Hearts. Located in Hall’s Way, this unique shop serves as a curator of many artisans, artists, makers and entrepreneurs and provides a marketplace where they can sell their items.

Without partners like these, the Person County small business community would be at a loss. Owner Carol White spends countless hours working to market the fine works of her vendors/artists by creating posts and a positive buzz about all the wonderful and unique gift ideas. Carol shared that in the program, “We increased our social media effectiveness and designed a working web page. Brainstorming options and following up on progress was very helpful.” Visit Hall’s Way at 44 Gordon street in Roxboro.