Things about me

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Sydney, NSW, Australia

All about Jess

Wednesday, 11 July 2007

My past life

For those of you who know me now, you probably would not have known that I was an avid and competitive sailor in my past life. What do I mean by "avid" and "sailor"? What has all these got to do with business?

Avid sailor:
I was training on the water 3 times a week (that's a minimum). Wed, Sat and Sun. When I was not out at sea, there was land training and the days of the four packs on my abs (this is very difficult to believe now since I am not hitting the gym as hard). Essentially this is how I have gotten used to the fact that weekends are no big deal since I am always doing something. As a teenager, when most of my mates were out at the movies and blowing their money on clothing, I was busy training and blowing my money on parts and ropes. Yes! I was a maniac (and still am in some ways).

Do not get me wrong. In my past life, I had a goal. I was not training blindly and "just-for-fun". The goal was to train and get into the Singapore sailing team. Did I realise this goal? Yes I did. Within a year and a half, I made it into the Singapore sailing team, the Schools sailing team and I was on a roll and kicking asses. No words can truly express the exhilaration and high I felt. Nothing was impossible after you conquer and tame the natural elements.

I represented Singapore in several international regattas in Dubai and Cape Town on the Laser Radial. My first ever regatta was in Dubai. I was not used to the big scene of sailing and did not quite enjoy the regatta as much. To top that off, I lost $400USD when I was there...someone nicked my wallet (that's another story).

The next event was the Volvo Youth Sailing ISAF World Sailing Championships held in December 1998 in Cape Town, South Africa. I spent that week sailing next to seals and hoping that they would steer clear of me for fear of capsizing during the race. The experience of being able to be by yourself with only your boat in 20-30knots of wind blowing in your face (and trying to recover from a throat infection at the same time), was amazing and truly empowering. I came out feeling triumphant and fearless. Unfortunately, my performances at both international regattas were disappointing. Nonetheless, I learnt that I needed to train with more strategy and expose myself to more high seas. At the end of the day, the seas in Singapore is comparable to Canada Bay in Sydney. No chops.

Forgive me for being self indulgent and narcissistic here. I was enroute to be a part of the Asian Games and the Olympics. I received grants from the Singapore Sporting Association. I was the ranked in the top 5 amongst the boys and I was the number one girl in Singapore. The sailing fraternity was telling my dad that I would be the one to bring home a quarter of a million bucks (when you win the gold medal at the Asian Games, the generous Singapore government rewards you with $$$....not bad I say).

However, things did not turn out the way it was supposed to. Towards the end of my sailing career, I had severe tears in my ligaments on my left wrist. That impeded my movement and the ability to play the piano. To make matters worse, while I was crewing for my sister, I slipped and fell on my back. This is the biggest injury that I have ever suffered and still do suffer from it today (along with my wrist injury). These injuries made me rethink sailing in Sydney altogether. By that time, I was also severely burnt out and sailing became a chore rather than an enjoyment. Hence June 2000 officially ended my sailing career. I did try to get involve with the varsity teams. That did not quite work out as their version of training was to get pissed and only train 2 weeks prior to a major regatta. That was a major culture shock for me and it was ridiculous. How can you win if you only train 2 weeks prior to the event???? I have not sailed since then.

The lessons learnt in my past life are invaluable and words cannot express how grateful I am towards my parents for giving me the plentiful opportunities to experience what I did especially when sailing is not a sport that anyone can get into easily. Without my past, I would not have today.

The 'today' where I am able to work at my own pace and create the cashflow that I am aiming for. To date, I have implemented discipline, sacrifices, goal setting (yearly planning instrument a.k.a YPI), visualisation techniques and etc in my business. My control freak nature was developed in my past life when I was always in control of myself and my boat. I relied only on myself to decide which path I had to take in order to win the race and in turn the regatta. I had to visualise my success and cross the finish line in reality. I love that feeling, passion and the sea! In this life, I am very fortunate to be in business and not dependent on others to provide me with things I need out of my life. It is a wild feeling that I have achieved and succeeded in my small little way. I like the taste and feel of success, achievement and being on the podium-- these are the things that has made my life interesting. The sea will always be a reminder to me that nothing is impossible.

Monday, 2 July 2007

The Weekend

The birthday boy and I at The Plantation in Kings Cross

I am now a vegetarian because of this platter for 2 from Doma Cafe

Mr. Jackson - The Teacher

Reason for my disappearance

Yes! I am a Face book convert. On several occasions, I have resisted the temptation of creating another "online" "IT" thing. First it was Friendster, then it was LinkedIn (and several others that I have rejected offers to join) then there is Blogspot and now I am on Facebook (also known endearingly as Stalker book by a friend of mine). So what has prompted me to start getting in onto the cyber stuff more often than before?

Firstly, the website of Shine Music School has prompted me to promote it more. The truth is, in order to get noticed by the search engines, we need links, links and more links. As a desperate attempt, I have decided to set up a YouTube account, MySpace account, Blogspot, SecondLife (I was contemplating starting a music school on SecondLife) and Facebook. All these in the name of increasing our ranking on Google. How that works is, I make sure everytime when I have to write something in my profile, I mention Shine Music School somewhere and link it to the website. Permission marketing can also be made much easier through the likes of Facebook and MySpace. Sad but true and all in the name of Internet Marketing!

Secondly, one of my New Year's resolution for this year is to keep in touch with my mates more often. So gone are the long emails. Cyberspace chatting is more fun. Pictures can be added and you even have cool applications informing your friends of your new hobbies, new friends, wishlist and all sorts of nonsense. So no more "I don't know what to get for you for your birthday" talk from my mates. My needs and wants are un-shamelessly published on Facebook. *wink* and *BIG HINT*

Lastly, I have to say that my beloved boyfriend did the trick. He was yapping all day and night about the glories of Facebook and how so and so is doing this and so and so is doing that. This did not stop for a couple of days. He even got excited when he started finding long lost friends and adding them to his "friends' list". That made me extremely curious. Then one day, when he was not looking, I stealthily carried my laptop into the bedroom and from then on there was no turning back.

I figured that if I am a true marketeer, I will have to embrace the cyber culture and why not especially when it is all FREE.

Sunday, 24 June 2007

Damage done...

All forms of will power caved and vanished into thin air when I decided to go shopping in the city with Will. Afterall, which sane girl is able to resist the temptations that lurk amongst the huge sale signs. Hence, the following is the list of damages made to my savings plan:

1. Black V-Neck Cotton lycra tunic from Witchery x 1
2. Oroton undergarment x 1
3. Elle MacPherson undergarment x 1
4. Tunic top from Sportsgirl x 1
5. Another black top. This time around from Giordano
6. Books x 5 from Borders

Well, life is short and the sale only arrives twice year...so why not?!

Thursday, 14 June 2007

Yummy Lunch

It is our day off today. Finally, a day of not having to worry about having to be at work. Hence, we decided that we would go to our favourite Japanese restaurant for lunch. The day started out being bright and sunny however the weather soon took a drastic turn. By the time we got to Cleveland Street, it was pouring. Nonetheless, the weather will never dampen my mood when I'm at Sushi Suma. It is definitely the best place for Japanese food. As Will puts it "it is the most non capitalistic restaurant in Sydney where you will find great V/P (Value divided by price)".

Sushi Suma used to be a humble place that is smaller than our music school (90sqm). You can imagine the squeeze in there and I think you had to be a size 2 to be able to work there and navigate between the tables. Then, sometime last year, they decided to move 2 shops away to a "bigger" place. When I say "bigger" I mean:
  1. They had a bigger premise
  2. They had a bigger kitchen
  3. But, they can only have the same number of bums on seats as before.
So why the rave?

First of all, it is the best because the servings are huge.

Secondly, the sashimi is exceptionally well cut and fresh!

Thirdly and most importanlty, it is authentic JAPANESE and not some dodgy Chinese or Koreans trying to serve Japanese food.

Lastly, lunch cost us only $30.00 for 2! I had the sashimi and sushi combo, where you get 8 succulent pieces of salmon sushi, tomago, octopus, mackeral sushi and etc. To top that off, you get 12-14 slices of juicy assortment of salmon, tuna and mackeral sashimi. Will had the tempura and california roll combo. This was served with plenty of chunky tempura vegetables, fish and prawns and the california rolls had japanese mayonaise in them. Excellent stuff. This was not the end. The combos also come with Tofu, rice (which we did not eat at all because we were so stuffed) and miso soup.

Lunch was heaven. Will and I agreed that if we were to die today, we will have absolutely no regrets.

Saturday, 9 June 2007

Goal setting

After speaking to one of my mates, I decided to attempt John McGrath's You Inc. for the second time. He is after all one of Australia's leading real estate agent. This time around, I read the book with a goal. Instead of just being a casual read (read and put away type of book), I treated You Inc like a textbook that is full of fantastic resources and started underlining and writing out my thoughts on the various questions. You Inc coupled with Kirsty Dunphey's e-book fueled me through the night. Both authors challenged me to write out my goals and keep to them by reviewing them EVERY SINGLE DAY!

The goals are on lists like the following:
  • 25 places I would like to visit
  • 25 things that I would like to do/experience
  • 25 things I would like to have
  • 20 things that make me happy
These lists got me wrecking my brains. When you put pen to paper, it is not exactly that easy to describe that picture of perfection that has been sitting in your mind. For starters, I was only able to come up with 10 things that make me happy, 14 things that I would like to do (no. Getting married never made it to this list) and 10 things that I would like to have (shoes and handbags made it here) and 20 places that I would like to visit.

Goals for this weekend...
  1. Complete my list of goals and set time frames in which I would like to achieve the goals.
  2. Decide how I will be tackling the immediate goals and write out a plan of attack.
  3. Stick the plan of attack on a wall so that I would be able to see every single day and be reminded of it.

Saturday, 2 June 2007

Creating a brand that works

2 different customers came up to me a couple of weeks ago at different times. One is of Fillipino background and the other is Chinese. Both told me this "My friends said they have heard about Shine Music School." My reply to both was "Did you tell them about us" and the answer was no. That really got me thinking...

Our branding has worked after years of marketing and advertising. These components constitute at least 30% of our expenses. It is good to know that we are known all over Western Sydney and people actually recognise our brand.

I believe that good branding starts from the most basic:
  • Chosen colour/s of the logo
  • Simplicity of the logo
  • Relevance of the logo
  • Most importantly, sticking your logo all over the place! Be loud and BE KNOWN (This is a highly controversial topic amongst marketing gurus when it comes to start ups).
Some marketeers believe that as a small business and start-up, you need to actively promote the benefits of what you offer instead of your brand name. However, I believe that if you have a strong logo, correct colours and shapes, you should include your logo in all your advertisments and marketing. This is how you build a brand that is remembered by everybody. There is no point drumming about all the benefits of what you sell if the consumers cannot remember where to look for these benefits. On the contrary, there is no point in sticking your logo everywhere if benefits are not communicated effectively.

For example, Coca-Cola has built a fantastic brand and has used effectively tied in their brand with the benefits (of looking cool and etc) of drinking the drink. You know that Coca-Cola makes you look cool and funky because these are what their advertisements tell you. On the other hand, you have Volvo the car makers who have failed to promote the benefits of buying a Volvo over another luxury car. The recent TV ad that asks consumers what they think about the Volvo is highly ineffective.

1. You never ask what potential customers what they think about your product. You tell them what you want them to think about your new products.

2. The advertising did not mention or associate itself with any potential benefits that the end user will experience should they decide to purchase the Volvo. To me, that is just ineffective marketing that is every expensive. What Volvo should have done is the following:
  • Determine who their target market is (Is it women? Families? Men? Gen X? Baby boomers?)
  • Analyse their competitors' marketing and decide what works and what does not.
  • For example, if their target market is women, they should learn from Ford and advertise in ways to attract women. They could use fashion and associate their brand as being a fashion accessory to match fashionable outfits.
Companies and marketing gurus should look around and take note of the changing demographics and work accordingly instead of blindly aiming and thinking that they will be able to build an outstanding brand just because they have millions in their marketing budgets.