Author: Alan Shaw

Malcolm Binfield is a Lichfield born and bred fellow who channelled his love of real ales from being a passionate member of CAMRA into developing a local business. This opportunity came about because legislation was passed to enable pubs to have guest beers.
After modest beginnings, the brewery established the cathedral logo on beers named “inspired”, “expired and “steeplejack”, the last one having been launched amid high profile local publicity with horse trainers Hollinsheads. Free publicity in local newspapers and radio was generally easy to obtain and the first six years went very well, but then the market narrowed because pub groups were replacing tenancies. The decision was then taken to share premises with John Thomson at Ingleby. Unfortunately, during this period, they lost their head brewer through an internal dispute, causing many problems. So, 3 years ago, it was decided to use sub-contract brewers and concentrate on marketing. This has worked very well and Malcolm has personal contact with landlords as far afield as Kent, Sussex and Hampshire.

August Social
On 4th August we plan to hold a joint social evening with Burton Business Club and we shall be hosting the event. We have now settled on a professional guided tour of Lichfield followed by a buffet, drinks and networking in a local hostelry. The plan is to meet at 7.30pm at the Bird St. car park (back of Woolworths); the tour lasts about an hour. This event is to be subsidized by the Club, so make sure to book your place with Sandra. More details next month, so watch this space!
Marketing meeting
Immediately prior to the joint event with Burton on 4th August, we plan to hold an open meeting with members to brainstorm what we feel is the best way forward in raising the profile (visibility) of the Club in the area so that we can attract new members. All members are encouraged to attend to contribute their views. The meeting is 5-7pm in the usual place at SULC. All ideas and suggestions will be given serious consideration. If you cannot be there but have some ideas you would like to be considered, please call or e-mail Warren Bradley (wbradley@hrps.fsnet.co.uk)
Chair & Membership Secretary - Debbie Baker- Thomas 01543 308621
Vice Chair and Treasurer –Chris Edwards - 01543 263915
Newsletter and Club Programme –Alan Shaw - 01889 584147
Social Secretary – Sandra Booth - 01785 353808
Member – Andy Laverick – 08707 456280
Secretary – Warren Bradley – 01543 472747

Lichfield Brewery…

Other Information

Despatches

2004 Club Programme
4th August - Social with Burton Business Club (see main body of text)
1st September - Teamwork Challenge, to test the ability of members to work together in a team
6th October - Business Accounting and Taxation
3rd November - AGM plus Lichfield Festival
1st December - Social - Xmas Party

Lichfield District Business Club Newsletter

July 2004

This story can fit 150-200 words.
One benefit of using your newsletter as a promotional tool is that you can reuse content from other marketing materials, such as press releases, market studies, and reports.
While your main goal of distributing a newsletter might be to sell your product or service, the key to a successful newsletter is making it useful to your readers.
A great way to add useful content to your newsletter is to develop and write your own articles, or include a calendar of upcoming events or a special offer that promotes a new product.
You can also research articles or find “filler” articles by accessing the World Wide Web. You can write about a variety of topics but try to keep your articles short.
Much of the content you put in your newsletter can also be used for your Web site. Microsoft Publisher offers a simple way to convert your newsletter to a Web publication. So, when you’re finished writing your newsletter, convert it to a Web site and post it.

This story can fit 75-125 words.
Selecting pictures or graphics is an important part of adding content to your newsletter.
Think about your article and ask yourself if the picture supports or enhances the message you’re trying to convey. Avoid selecting images that appear to be out of context.
Microsoft Publisher includes thousands of clip art images from which you can choose and import into your newsletter. There are also several tools you can use to draw shapes and symbols.
Once you have chosen an image, place it close to the article. Be sure to place the caption of the image near the image.

This story can fit 100-150 words.
The subject matter that appears in newsletters is virtually endless. You can include stories that focus on current technologies or innovations in your field.
You may also want to note business or economic trends, or make predictions for your customers or clients.
If the newsletter is distributed internally, you might comment upon new procedures or improvements to the business. Sales figures or earnings will show how your business is growing.
Some newsletters include a column that is updated every issue, for instance, an advice column, a book review, a letter from the president, or an editorial. You can also profile new employees or top customers or vendors.

This story can fit 150-200 words.
One benefit of using your newsletter as a promotional tool is that you can reuse content from other marketing materials, such as press releases, market studies, and reports.
While your main goal of distributing a newsletter might be to sell your product or service, the key to a successful newsletter is making it useful to your readers.
A great way to add useful content to your newsletter is to develop and write your own articles, or include a calendar of upcoming events or a special offer that promotes a new product.
You can also research articles or find “filler” articles by accessing the World Wide Web. You can write about a variety of topics but try to keep your articles short.
Much of the content you put in your newsletter can also be used for your Web site. Microsoft Publisher offers a simple way to convert your newsletter to a Web publication. So, when you’re finished writing your newsletter, convert it to a Web site and post it.

This story can fit 75-125 words.
Selecting pictures or graphics is an important part of adding content to your newsletter.
Think about your article and ask yourself if the picture supports or enhances the message you’re trying to convey. Avoid selecting images that appear to be out of context.
Microsoft Publisher includes thousands of clip art images from which you can choose and import into your newsletter. There are also several tools you can use to draw shapes and symbols.
Once you have chosen an image, place it close to the article. Be sure to place the caption of the image near the image.

This story can fit 100-150 words.
The subject matter that appears in newsletters is virtually endless. You can include stories that focus on current technologies or innovations in your field.
You may also want to note business or economic trends, or make predictions for your customers or clients.
If the newsletter is distributed internally, you might comment upon new procedures or improvements to the business. Sales figures or earnings will show how your business is growing.
Some newsletters include a column that is updated every issue, for instance, an advice column, a book review, a letter from the president, or an editorial. You can also profile new employees or top customers or vendors.

The IT industry has seen a marked reduction in size over the last 5-7 years - could it have something to do with the notion that IT people generally get rather wrapped up in techie things and do not seem to understand the importance of customer care?
For example, the last 3 computers purchased by a member were from local suppliers. All 3 ceased trading within the guarantee period and extra costs and hassle were experienced when things went wrong.
Also, a member discontinued their ISP supplier (after 4 years of use) by letter, e-mail and fax in June 2003 because their help desk became virtually unusable. He heard nothing more and assumed that all was satisfactorily concluded. In March 2004 he received a demand from a debt-collector that 9 months payments were overdue. It transpires that the service was not discontinued using the designated form and the terms and conditions meant that he was still liable for the payments, even though he had not used the service. The indications are that many thousands of others were similarly “caught” and the ISP supplier continued to profit from appalling customer service.
In addition, the same member found that for over a week he could not access the Internet or use e-mail satisfactorily. He was informed by this ISP help-desk that it was his computer software that was at fault (Windows “falling over”) and was advised to upgrade to Windows XP. Having spent £90 to obtain the upgrade, he was presented with a report at installation that informed him that almost nothing would work on his computer if he continued with the XP upgrade! A week later, the same help-desk informed him that there was a problem with their dial-up connection and was given an alternative number. Now everything works with the computer and software as it had been 10 days previously!! Is this the level of IT customer service we want or expect?

Lichfield Business Village
The Friary
Lichfield WS13 6QG

Lichfield District Business Club Newsletter

Phone: 01543 308620
Fax: 01543 308622
Email: hawthornes@lichfield.biz

Promoting interaction in local business

In a nutshell … Club members’ businesses

Lichfield Database is run by long-serving and outspoken Club member Tony Cadwallader. Starting originally in the business of book-keeping and accountancy, Tony grew his business by helping a number of local firms to get their firm’s finances in order. However, during the 90’s, Tony developed a keen interest in matters related to the Internet. He studiously developed his IT skills and was among the first locally to offer web-site design, implementation and web hosting services. He has produced simple web-site for a number of Club members but his real forte lies in e-commerce sites that actually make money for his clients. Tony has produced and maintains the Business Club web-site with some help from other Club members.
Tel: 01543 254494
MC Training Consultancy and Associates is run by Mike Cook and specialises in Health & Safety, 1st Aid, Food Hygiene, & IT corporate in-house training and consultancy programmes. A wide range of programmes, all of which can be tailored to a client’s individual needs, are offered throughout the UK. These can range from half day introduction, to advanced level courses of study validated by IOSH, NEBOSH, CIEH, HSE etc. as well as specialist Health & Safety retainer consultancy packages.
Although Mike launched the business only last January after many years developing corporate training programmes for the further education sector, we include within the sectors of food production, hospitality, leisure, logistics, manufacturing, and higher education some of Britain’s best known and largest companies & universities
Tel: 01543 256045
You can get a FREE laser colour printer to use with your computer
Although this sounds too good to be true, it is a genuine offer. The printers themselves are two TallyGenicon models with a high specification for laser colour printing. So, what’s the catch? You have to commit to buying consumables from Printware for three years, including a start-up pack costing either £399 or £599, depending upon the model you choose and then one cartridge per year for the next two years.
This may not offer the lowest cost per copy price (and colour laser printing has always been expensive) but it does mean that you can escape a hefty initial capital outlay. For details, go to www.freecolourprinter.com

The Club is sponsored by Lloyds TSB, Barclays, SULC and Lichfield District Council

Despatches

Business Topic of the Month - IT & Customer Care

Visit your Club web-site at
www.lichfieldbusinessclub.com - it exists to help you

www.lichfieldbusinessclub.com

Did you know…